Frido gets a grip on hockey comfort with Soorma Club partnership

MUMBAI: High-speed tackles, tight turnarounds and barely any recovery time elite hockey is as much about endurance as it is about skill. As the Hockey India League gears up for its 2025–26 season, comfort and recovery have found a new place on the team sheet.

Frido, India’s direct-to-consumer ergonomics and comfort solutions brand, has been named the official comfort partner for the JSW Sports-owned Soorma Hockey Club, covering both its men’s and women’s teams. The women’s league begins on 28 December 2025, followed by the men’s competition from 3 January 2026.

The partnership reflects a growing recognition that sustained performance across compressed league schedules depends not just on training intensity, but on recovery, injury prevention and everyday physical readiness. Hockey’s demands repeated sprints, abrupt changes in direction and constant physical contact leave little margin for error when it comes to player wellbeing.

As part of the association, Frido will equip Soorma Hockey Club’s squads with its range of comfort and orthotic solutions, designed to support athletes through match play, training sessions and recovery routines. Importantly, the same level of performance and recovery support will be extended across both the men’s and women’s teams, underlining the brand’s focus on equal access to science-led athlete care.

“At Frido, we believe elite performance deserves the right comfort and recovery support,” said Frido co-founder and CEO Ganesh Sonawane. “Partnering with Soorma Hockey Club allows us to extend this support equally to both men’s and women’s teams, reinforcing our commitment to empowering women in sport through meaningful, performance-led solutions.”

From the team’s perspective, the fit is a practical one. “Our players operate in an environment where physical readiness and recovery are non-negotiable,” said JSW Sports chief commercial officer Karan Yadav. “Frido’s understanding of ergonomics and athlete support aligns well with our approach to high-performance sport.”

The collaboration adds to Frido’s growing footprint in the sports ecosystem, as the brand looks to translate its athlete-focused learnings into everyday comfort solutions. For Soorma Hockey Club, it signals a season where marginal gains often decided off the pitch could make the difference when the whistle blows.