BREAKING TABOOS: Chelsea sign Here We Flo as short sponsor

  

Chelsea FC Women have announced a new partnership with female-owned period care brand Here We Flo as the club’s Official Back of Short partner.

The deal will apply to the WSL holders’ domestic and European campaigns.

Both brands have combined for a common goal: to destigmatise periods, normalise playing sports while women and girls are on their periods, and challenge how they are presented in the media.

Aki Mandhar, CEO of Chelsea FC Women said: “At Chelsea we want to break down barriers and inspire change. We want to reset the narrative about periods, normalise them and in doing so empower and inspire the next generation of young girls, whether they play sport or not. Periods should be a source of strength and confidence for girls, not a hinderance.

“We are thrilled to be joining forces with Here We Flo on this campaign. They are challenging the status quo when it comes to period products and together we can change perceptions for the better.”

In research carried out by Here We Flo, 80% of girls say they’d feel ashamed if they leaked in public and 90% don’t believe periods are shown realistically in advertising.

These stats have sparked the beginning of the ‘We Don’t Bleed Blue. We Bleed. Period’ campaign, launched as Chelsea players walked out on to the pitch at the opening game of the season with deliberately stained shorts.

That match set Chelsea off to the best possible start against perennial title rivals Manchester City, who they beat 2-1 at Stamford Bridge on Friday night to kick off the WSL season with a crucial three points.

Susan Allen-Augustin, Co-Founder of Here We Flo, said: “Women’s football is one of the most powerful platforms for change, and with Chelsea FC Women’s, we’re using that spotlight to shatter period stigma.

“These players are role models on and off the pitch, showing the world that strength and success don’t pause for our cycles. Together, we’re proving that when we talk openly about periods, we empower everyone to play, thrive, and win without shame – blood, sweat and all.”