# Kentucky Mens Basketball Locks in a New Recovery Technology Partner

Published 2020-12-18 · Updated 2026-07-23 · Sports & Entertainment on MarketScale
Canonical: https://www.marketscale.com/industries/sports-entertainment/kentucky-mens-basketball-locks-in-a-new-recovery-technology-partner

> Athletes push their bodies to the limits, needing the best options for recovery. Technology is now revolutionizing this. Hyperice offers percussion technology to relieve muscle pain, stiffness, and soreness. After working with the NBA and other professional leagues, the company announced its first collegiate partnership with Kentucky. The brand believes this will be a “platform to jump…

Athletes push their bodies to the limits, needing the best options for recovery. Technology is now revolutionizing this. [Hyperice](https://hyperice.com/) offers percussion technology to relieve muscle pain, stiffness, and soreness. After working with the NBA and other professional leagues, the [company announced its first collegiate partnership with Kentucky](https://frontofficesports.com/hyperice-lands-kentucky-mens-hoops-in-first-college-partnership/). The brand believes this will be a “platform to jump off in the world of the NCAA.”

Hear what [Daniel Litwin](https://marketscale.com/industries/contributors/daniel-litwin/) and [Tyler Kern](https://marketscale.com/industries/contributors/tyler-kern/) have to say about this exciting news for fitness tech companies. Will this lead to the prevalence of this technology and more fruitful partnerships?

- Hyperice, known for its Hypervolt percussive therapy massager, secured its first NCAA partnership.
- Partnerships with the NBA have led to sideline use of Hyperice’s technology.
- The opportunities presented through sideline and in-game partnerships spells optimism for fitness tech.

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