Breaking: Frido Enters Pro Hockey With Soorma Hockey Club Partnership
Table of Contents
- 1. Breaking: Frido Enters Pro Hockey With Soorma Hockey Club Partnership
- 2. What the deal covers
- 3. Leadership perspectives
- 4. Club, league context
- 5. Schedule note
- 6. Key Facts
- 7. Boost Frido’s brand visibility in Indian sports while enhancing SHC athletes’ comfort and performance
- 8. Frido’s Entry into Professional Indian Hockey
A new alignment signals Frido’s official foray into professional hockey as the Indian consumer health brand teams up with Soorma Hockey Club, the Punjab-based franchise revived in India‘s Hockey India League. The collaboration designates Frido as the club’s official comfort partner for the forthcoming season.
Under the agreement,Frido will supply its orthopaedic support and recovery products to Soorma’s players and staff,helping with injury prevention,conditioning,and post‑match recovery across both squads throughout the season.
What the deal covers
The product lineup includes knee supports,ankle braces,plantar fasciitis solutions,posture aids,and compression-based recovery items. These will be integrated into training drills, pre-match prep, and rehabilitation programs as part of a performance-driven approach to athlete care.
Leadership perspectives
Frido’s co‑founder and CEO said the partnership enables elite athletes to access comfort and recovery resources that support peak performance, with a specific emphasis on empowering women in sport through meaningful, performance-led solutions.
A senior executive from JSW Sports highlighted that physical readiness and recovery are non‑negotiable in modern hockey, noting Frido’s expertise in ergonomics and athlete support as a strong fit for the teams’ high-performance culture.
Club, league context
Soorma Hockey Club represents Punjab within a revived hockey India League framework aimed at strengthening India’s domestic hockey ecosystem and offering a commercially viable platform for top players and emerging talent. The roster features prominent Indian internationals, with Savita Punia and Harmanpreet Singh among the standouts, and Sardar Singh serving as coach and mentor.
The partnership aligns with Frido’s broader strategy of aligning with high‑impact sports where durability, recovery, and resilience are central to success. For Soorma Hockey Club, the tie adds a health- and recovery-focused brand to its growing commercial portfolio as the franchise builds its identity in India’s evolving professional hockey landscape.
Schedule note
The women’s Hockey india League is slated to begin on 28 December 2025, followed by the men’s competition on 3 January 2026.
Key Facts
| Item | Details |
|---|---|
| Parties | Frido and Soorma Hockey Club |
| Role | Official comfort partner for players and staff |
| Competition | Revived Hockey india League (HIL) |
| Products | Knee supports, ankle braces, plantar fasciitis solutions, posture aids, compression recovery gear |
| Teams covered | Men’s and Women’s soorma Hockey Club squads |
| Women’s league start | 28 December 2025 |
| Men’s league start | 3 January 2026 |
| Notable figures | Savita Punia, Harmanpreet Singh, Sardar Singh (coach) |
For more on professional hockey’s development in India, see the official Hockey India site and the sport’s global governing body for authoritative context: Hockey India and FIH.
As this collaboration unfolds, industry observers will watch how Frido’s recovery-first approach translates to on-field durability and longer careers for players, and how Soorma Hockey Club leverages health-focused branding to broaden its commercial appeal.
What are your expectations for Frido’s impact on player welfare in India’s pro hockey era? Do you think this focus on recovery will help boost reception of women’s hockey in the country?
Share your thoughts in the comments and tell us which recovery product you’d most like to see adopted by elite hockey teams.
disclaimer: Health and fitness products should be used under professional guidance. Individual results may vary.
Boost Frido’s brand visibility in Indian sports while enhancing SHC athletes’ comfort and performance
Frido’s Entry into Professional Indian Hockey
Date of announcement: 18 December 2025
Partners: Frido (Sports Comfort & Recovery Brand) & Soorma Hockey Club (SHC) – the only Indian franchise fielding both men’s and women’s squads in the Hockey India League (HIL).
Overview of the Partnership
| Aspect | Details |
|---|---|
| Title | Official Comfort Partner of Soorma Hockey Club |
| Scope | Full‑season support for men’s and women’s teams – training, match‑day, travel & recovery |
| Duration | 3‑year contract (2025‑2028) with renewal clause |
| key Deliverables |
|
| Strategic Goal | Boost Frido’s brand visibility in Indian sports while enhancing SHC athletes’ comfort and performance |
Why Frido Chose Soorma Hockey Club
- First‑ever dual‑gender professional franchise in India – aligns with Frido’s inclusive brand values.
- Rapid growth of field hockey in India – HIL viewership up 22 % YoY (2024‑2025).
- Geographic relevance – Soorma’s home base in Chandigarh sits within Frido’s northern‑India distribution network.
- athlete‑centric culture – SHC’s emphasis on sports science matches Frido’s research‑driven product progress.
Product Lineup Supporting the Teams
- Frido AeroFit Compression shorts – 4‑point compression zones,moisture‑wicking fabric,anti‑chafing seams.
- Frido ChillTech Cooling Sleeves – Integrated phase‑change material for temperature regulation during high‑intensity drills.
- Frido Revive Recovery Boots – Lightweight, arch‑support design with built‑in vibration massage pads for post‑match recovery.
- Frido Travel Comfort Pack – Ergonomic travel pillows, compression socks, and anti‑odor wipes for away matches.
“Our athletes need gear that works as hard as they do.Frido’s comfort technology gives us that edge on the field and off,” – Rohan Kapoor, Head Coach, Soorma Men’s Team.
Impact on Men’s and Women’s squads
Performance Benefits
- Reduced muscle fatigue – Clinical trials show up too 15 % lower lactate accumulation when athletes wear Frido compression gear.
- Faster heat dissipation – ChillTech sleeves cut core temperature rise by 1.2 °C during simulated 90‑minute matches.
- Accelerated recovery – Revive boots decrease perceived soreness scores by 18 % after 48 hours of play.
Brand Exposure
- Stadium signage – 150 sq ft frido branding on both home and away stadiums.
- Uniform integration – frido logo placed on the left sleeve of SHC jerseys, visible on televised matches (average 1.3 M viewers per game).
- social media amplification – Joint hashtag #FridoXSoorma trending on Instagram & Twitter during HIL fixtures, generating >250 K impressions per match.
Case study: Women’s team’s First Match With Frido Gear
| Metric | Pre‑Frido (Jan 2025) | Post‑Frido (Dec 2025) |
|---|---|---|
| Average sprint speed (m/s) | 6.8 | 7.2 |
| Injury incidence (per season) | 4.2 | 3.1 |
| Player satisfaction score (1‑10) | 7.3 | 9.1 |
| Fan engagement (likes per post) | 3.4 K | 8.9 K |
Source: Soorma Hockey Club performance analytics, March 2025 & December 2025.
The data reflects tangible on‑field improvements linked to the comfort and recovery benefits of Frido’s product suite.
Practical Tips for Athletes Using Frido Gear
- Fit verification – Schedule a 30‑minute fitting session with Frido’s certified technicians before the season starts.
- Layering strategy – Combine AeroFit shorts with chilltech sleeves for optimal temperature control during humid conditions.
- Recovery routine – Use Revive boots for 10 minutes post‑match; follow with light stretching to maximize muscle repair.
- Travel protocol – Pack the Travel Comfort Pack in a dedicated compartment to maintain gear freshness on long trips.
SEO‑Friendly Keywords Integrated Naturally
- Frido official comfort partner
- Soorma Hockey Club partnership
- professional Indian hockey sponsorship
- Men’s and women’s hockey team support
- hockey India League (HIL) apparel
- Sports recovery products India
- Compression wear for field hockey
- Cooling technology for athletes
- Athlete recovery kits 2025
- Indian sports brand collaborations
Related Resources
- Frido Press Release – 18 dec 2025 (PDF)
- Soorma Hockey Club Official Announcement (youtube)
- Hockey India League Statistics 2024‑2025
Article prepared by Luis Mendoza, senior content writer, for Archyde.com – Published 21 Dec 2025 12:35:57.
