Contura Orthopaedics appoints sports communication agency MatchFit to elevate game-changing treatment

Arthrosamid® is an alternative for knee replacement surgery, with a simple, one-step out-patient procedure performed in a day that doesn’t involve the disruptive recovery period usually associated with surgery, and provides a significant pain reduction in knee OA pain^1,2 – even five years post-treatment.²  

Following a competitive pitch process, MatchFit will support the brand through an integrated programme of activities designed to showcase the product’s impact and to amplify its presence to sports participants and fans.  

MatchFit will work with Arthrosamid®’s group of advocates, including a number of high-profile, retired athletes, to tell their stories and educate the public about knee osteoarthritis and the benefits after using Arthrosamid®. The agency will also support on the announcements of several exciting new partnerships for Contura Orthopaedics.  

Rakesh Tailor, CEO of the Contura Orthopaedics, comments; “Knee osteoarthritis can severely diminish a patient's quality of life, turning everyday activities into daunting challenges. For patients who are not suitable for surgery or are deemed too young for knee replacement surgery, Arthrosamid® offers a game-changing solution as a safe, non-degrading hydrogel delivered in a single injection, providing long-lasting pain relief that can last up to five years.²  We are excited to work with high-profile, retired athletes, share their stories and inspire others with their experiences using this innovative treatment. Collaborating with MatchFit will provide us with unparalleled access to communication channels that will engage a wide and enthusiastic audience of active sports enthusiasts. This community, which includes runners, athletes, fitness enthusiasts, sports hobbyists, and active individuals, is determined to continue participating in the activities they love, without being hindered by pain and discomfort. Together, we aim to amplify the reach of Arthrosamid® and connect with more people suffering from knee osteoarthritis."  

Donald Parish, Co-Founder of MatchFit, said; “I am delighted that MatchFit has been chosen by Contura Orthopaedics to drive awareness of their life-changing Arthrosamid® product.   As an agency we are huge believers in the power of sport and emphasise with sufferers of knee osteoarthritis for whom that magic can be compromised. We love the fact that Arthrosamid® is helping thousands of people to write a new sporting chapter and can’t wait to elevate their own brand through our creative campaigns.”  

The announcement comes as MatchFit continue to expand its impressive client roster which already includes The FA, LiveScore, Manchester City, The LTA, Topps, The EFL, MatchWornShirt and TravisMathew.  

MatchFit recently won ‘Agency of the Year’ at the UK Sponsorship Awards 2025 and has been shortlisted for ‘Specialist Agency of the Year’ at the FEVO Sports Industry Awards 2025.  

For more information on how you can get MatchFit, visit http://www.matchfit.agency/.  

About Arthrosamid®:   

Arthrosamid® is a first-in-class synovial implant^3,4 delivered as a single, minimally invasive outpatient treatment performed under local anaesthesia with ultrasound guidance. It integrates within the tissue lining of the knee joint, softening and increasing the elasticity of this tissue leading to clinically proven decreased joint stiffness and pain, and improved knee function.^{6,7  ,8}  

^References: 

^{1,Bliddal, H., et al. (2024) 3-year follow-up from a randomized controlled trial of intra-articular polyacrylamide hydrogel injection in subjects with knee osteoarthritis. Osteoarthritis and Cartilage. Vol 32 (6): 770-771.} 

^{2.Bliddal, H., et al. (2025) A Prospective Study of Polyacrylamide Hydrogel Injection for Knee Osteoarthritis: Results From 5 Years After Treatment. Presented at WCO-IOF-ESCEO 2025.} 

^{3.Christensen, L., et al. (2016). Histological Appearance of the Synovial Membrane after Treatment of Knee Osteoarthritis with Polyacrylamide Gel Injections: A Case Report. Journal of Arthritis. Vol 5: 217.} 

^{4.Christensen, L., et al. (2016). Synovial incorporation of polyacrylamide hydrogel after injection into normal and osteoarthritic animal joints. Osteoarthritis and Cartilage. Vol 24(11):1999-2002. DOI:10.1016/j.joca.2016.07.007.} 

^{5.Arthrosamid®, Instructions For Use. Release Date March 2022. 10082-003.} 

^{6.Bliddal, H., et al. (2021) Polyacrylamide Hydrogel Injection for Knee Osteoarthritis: A 6 Month Prospective Study. J Orthop Res Ther. Vol 6 (2). 1188. ISSN 2575-8241} 

^{7.Henriksen, M., et al. (2018). Intra-articular 2.5% polyacrylamide hydrogel for the treatment of knee osteoarthritis: an observational proof-of-concept cohort study. Clin Exp Rheumatol. Vol 36(6):1082-85. Epub 2018 Jul 18. PMID: 30148430.} 

^{8.Bliddal, H., et al. (2024). Polyacrylamide gel versus hyaluronic acid for the treatment of knee osteoarthritis: a randomised controlled study. Clin Exp Rheumatol. Vol 42(9):1729-1735.} 

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