Haryana Steelers, a prominent franchise in the Pro Kabaddi League (PKL), have developed a sponsorship deal with Frido, India’s leading D2C ergonomic brand.
With this deal, the brand has become the JSW Sports owned team’s official comfort partner for the upcoming season. This is more than simply an association; it is a careful integration of Frido’s innovative orthotic solutions into the team’s performance and recuperation routines.
The PKL offers nonstop high-octane action, with every second of recuperation and rest deciding the difference between win and failure. For JSW Sports and their reigning champions, Haryana Steelers, maintaining knee health and expediting rehabilitation is critical to retaining the crown. Every raid, tackle, and sprint in this rigorous, high-contact sport requires agility, strength, and precision, placing a lot of load on the knees. In such a physically demanding game, injury prevention and quick recovery often determine whether a player stays in the action or observes from the sidelines.
Orthotics serve an important role in satisfying these needs by enhancing stability, maintaining alignment, lowering the risk of injury, and promoting healing. Frido’s kneecap supports, posture correctors, and wrist support braces are designed to give targeted protection and endurance, allowing athletes to participate more confidently and comfortably throughout the season.
Ganesh Sonawane, Co-founder and CEO of Frido, said, “Kabaddi is a sport that demands explosive movements, sudden turns, and immense lower-body strength. The knees take the most impact and protecting them is crucial for both performance and career longevity. At Frido, we believe in preventive healthcare – equipping athletes with the right support before injuries happen, so they can focus on winning.”
Karan Yadav, Chief Commercial Officer, JSW Sports, added, “This is the first time the Haryana Steelers have brought the kneecap category into our sponsorship portfolio, and we’re proud to do so with Frido. Kabaddi puts tremendous strain on the knees, and having a partner focused on joint care and recovery brings real value to our players. It’s a unique association that reflects our effort to build partnerships which are innovative and directly meaningful to athlete performance and well-being.”
This partnership illustrates a use-case-driven integration of orthotic technology in the PKL, demonstrating how performance equipment can extend beyond comfort to provide a competitive advantage. By incorporating Frido’s innovations into training, match preparation, and recuperation routines, Haryana Steelers are establishing a model for how science-led sports partnerships may change athlete care in Indian sports.
