Frido, the Indian consumer health and orthopaedic support brand, has announced a partnership with Soorma Hockey Club, the Punjab-based franchise competing in the Hockey India League, marking the brand’s formal entry into professional hockey through a team-focused collaboration.
Under the agreement, Frido has been appointed the official comfort partner of Soorma Hockey Club. The partnership will see Frido provide its range of orthopaedic support and recovery solutions to the club’s players and support staff across the season, supporting injury prevention, physical conditioning, and post-match recovery.
As part of the collaboration, Frido will supply products including knee supports, ankle braces, plantar fasciitis solutions, posture correction aids, and compression-based recovery products. These will be integrated into the team’s training routines, match preparation protocols, and rehabilitation programmes, aligning the brand with a performance-led approach to athlete care.
Commenting on the partnership, Ganesh Sonawane, Co-founder and CEO of Frido, said, “At Frido, we believe elite performance deserves the right comfort and recovery support. 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 sports through meaningful, performance-led solutions.”
Karan Yadav, Chief Commercial Officer, JSW Sports, added, “Our players operate in an environment where physical readiness and recovery are non-negotiable. Frido’s deep understanding of ergonomics and athlete support aligns seamlessly with our approach to high-performance sport, making this partnership a strong fit for our teams.”
Soorma Hockey Club is one of the franchises introduced under the revived Hockey India League, a competition aimed at strengthening India’s domestic hockey ecosystem and creating a commercially viable platform for elite and emerging talent. Representing Punjab, a region with a deep-rooted hockey legacy, the club has placed strong emphasis on sports science, modern training systems, and athlete welfare. The squad features several leading Indian internationals, including Savita Punia and Harmanpreet Singh, with former India captain Sardar Singh serving as the club’s coach and mentor.
For Frido, the partnership aligns with its broader strategy of associating with high-impact sports where durability, recovery, and physical resilience are central to performance. For Soorma Hockey Club, the deal adds a health and recovery-focused brand to its growing commercial portfolio as the franchise continues to establish its identity within India’s evolving professional hockey landscape.
The women’s Hockey India League is scheduled to begin on 28 December 2025, followed by the men’s league commencing on 3 January 2026.
