August 5 – West Ham have signed a women’s team exclusive partnership with Modibodi, which will see the sanitary brand become the side’s back of shorts sponsor and Period-Proof Underwear Partner – a first-of-its-kind deal for the WSL.
Through the deal, which still has an undisclosed valuation and length, Modibodi will gain ‘prominent brand visibility’ through pitchside advertising, press backdrops, and across West Ham United’s digital platforms.
The club has already led an industry move away from white to period-friendly colours in women’s football, and say they take ‘great pride’ in leading the challenging discussions on issues that affect athletes of all ages in women’s sport – some of which simply do not crop up enough in discussion.
West Ham United Head of Partnerships, Rebecca Rowley spoke of the importance of deals such as these for driving positive change in women’s sport.
“From the initial conversations with Modibodi, we have been truly inspired by their commitment to creating positive change and removing restraints that have long held back women and girls in sport. Coupled with their high-quality products, this partnership will drive true step-change in the industry, and we’re proud to provide a platform to amplify Modibodi’s message of empowerment, in football and beyond.”
West Ham United Executive Director, Nathan Thompson, continued this enthusiasm, saying: “We are delighted to announce this first-of-a-kind partnership, which will see West Ham United Women become the first WSL team to have a period-proof underwear partner with an on-kit presence.
“This is a partnership we are extremely proud of. At West Ham United, we are always looking to create meaningful and impactful partnerships. By partnering with Modibodi, not only are we delivering an industry first, but we are finding an innovative way to support their goal to remove barriers to sport and exercise for women and girls.”
“This partnership is a powerful reminder that sport should be a place of possibility, not limitation,” added Kerry Cusack, Executive Director at Modibodi.
“We’re on a mission to ensure that no girl ever feels sidelined by her period. Partnering with West Ham United Women allows us to stand together and say: your body is not a barrier. Together, we’re inspiring a future where every girl can play with confidence, courage and pride — every single day of the month.”
Contact the writer of this story, Harry Ewing, at moc.l1754402489labto1754402489ofdlr1754402489owedi1754402489sni@g1754402489niwe.1754402489yrrah1754402489