Haryana Steelers, a standout franchise in the Pro Kabaddi League (PKL), have secured an exciting sponsorship deal with Frido, India’s premier D2C ergonomic brand.
This partnership marks Frido as the official comfort partner for the JSW Sports-owned team for the upcoming season. It’s not just a mere association; it signifies a strategic integration of Frido’s cutting-edge orthotic solutions into the team’s training and recovery protocols.
The PKL is a whirlwind of thrilling action, where every moment of rest and recovery can mean the difference between victory and defeat. For JSW Sports and their reigning champions, the Haryana Steelers, preserving knee health and accelerating rehabilitation is vital for maintaining their championship title. Each raid, tackle, and sprint in this intense, high-contact sport demands agility, strength, and precision, imposing significant stress on the knees. In such a physically rigorous game, effective injury prevention and rapid recovery can determine whether a player participates or watches from the sidelines.
Orthotics play a crucial role in meeting these demands by enhancing stability, ensuring proper alignment, reducing injury risk, and fostering healing. Frido’s knee supports, posture correctors, and wrist braces are crafted to provide targeted protection and durability, empowering athletes to compete with confidence and comfort throughout the season.
Ganesh Sonawane, Co-founder and CEO of Frido, stated, “Kabaddi is a sport that requires explosive motions, rapid turns, and significant lower-body strength. The knees endure the most impact, making their protection essential for both peak performance and career longevity. At Frido, we advocate for preventive healthcare—equipping athletes with the necessary support before injuries occur, allowing them to concentrate on winning.”
Karan Yadav, Chief Commercial Officer of JSW Sports, commented, “This is the inaugural inclusion of the kneecap category in our sponsorship portfolio with the Haryana Steelers, and we are thrilled to partner with Frido. Kabaddi places immense stress on the knees, and having a partner dedicated to joint care and recovery adds substantial value to our players. It’s a unique collaboration that exemplifies our commitment to forging partnerships that are innovative and directly enhance athlete performance and well-being.”
This collaboration exemplifies a practical application of orthotic technology within the PKL, showcasing how performance equipment can go beyond comfort to offer a competitive edge. By integrating Frido’s innovations into training, match preparations, and recovery routines, the Haryana Steelers are setting a precedent for how science-driven sports partnerships can revolutionize athlete care in Indian sports.