More women’s football clubs in the WSL are fighting the stigma around periods and women’s health. Chelsea, West Ham, Arsenal, and Manchester City have now collaborated with fighting brands.
Women's football is making more moves to end the stigma around periods. Let’s deep dive into what each club is doing to promote period conversations and end the harmful misconceptions around being open about your menstrual cycle.
ARSENAL
Arsenal collaborated with Persil, called “So, Dirt is Good”, to tackle the double standard of blood stains.
When you get blood on your sock from an ankle injury, it marks you as courageous, but a period stain would mark you with shame or embarrassment.
Stains like grass, mud, sweat are all normalised Arsenal want to normal period blood stain as it is a normal bodily function
The North London club want to remove the barrier that could lead girls skipping sport due to their periods an also spark conservation and break down barriers.
The women’s side campaign for from their game changers to make change
Women and girls who stopped playing sports because they've been made to feel afraid, embarrassed or ashamed of a period leak.
They have said: “At Dirt Is Good, we want girls to feel supported, challenge and change period stain perceptions, and ultimately leave young boys and girls feeling empowered with a new understanding and supportive attitude towards women and girls experiencing periods.”
Interestingly Arsenal at one point gave their women’s players the vote to continue their white shirts or have red to reduce teh anxiety about leaking one players asked for Red Shorts but was ignored their concern and because the major said to keep the white shorts they continue to wear them.
WEST HAM.
Before the season start the side partnership with period-proof brand Modibodi, which was the rest time in th league to feature such brand on their kit.
This collaboration aims to challenge period stigma in sports by providing period-proof gear, such as on-kit branding on their shorts for the 2025/26 season, and by transitioning to period-friendly short colours.
A limited-edition range of period-proof apparel, co-designed with players, has been released, combining the club's and brand's aesthetics
CHELSEA
Chelsea FC Women join forces to challenge period stigma especially in sport with their partnership with Here We Flo.
The Partnership will see the women’s side shorts having the brand logo on it they are the first to have a brand that create tampons and pads while West Ham and City collocated with period pants
Niamh Charles said "I came on my period on the morning of the Euros final"
She joins her Chelsea teammates wearing period-stained' shorts for their first game of the Women's Super League to fight period stigma when they won 2-1 against Manchester City at Stamford Bridge.
Both the club and Flor share the same goal or normalising periods and sports and also challenging how they are presented in the media.
This new partnership marks the beginning of the We Don’t Bleed Blue. We Bleed. Period campaign.
In their opener they wore shorts deliberately stained to demonstrate the reality of periods and promote pride and confidence while playing sport
Chelsea believe heir players menstrual health is just as important as their physical wellbeing as they became the first team to hire a menstrual cycle coach to give players support and conidence.
The products by Here We Flo, as they produce sunstunable period products to rewrite the rules.
Manchester City
City started the trend with their partnership with Snuggs to create official period underwear with the city branding.
Captain Alex Greenwood became the ambassador for the brand and the face of the collection.
City and snuggs will collaborate on a programme to engage, educate and empower the next generation of Girls’ Academy players.
Charlotte O’Neill, Managing Director of Manchester City Women, said: “It’s great to be partnering with a brand equally focused on supporting players to perform confidently without compromise.
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