The West Ham United Women’s team has achieved a significant milestone by being the first in English football to introduce a period-proof underwear sponsor on their official apparel.
In an important development for women’s sports, the club has teamed up with Modibodi, a top brand in period underwear, whose logo will be featured on the back of the team’s shorts for the 2025/26 season. This partnership is a first in the Women’s Super League, advancing efforts to challenge and overcome the stigma associated with menstruation in sports.
West Ham has been at the forefront, being one of the pioneers in shifting from traditional white shorts to period-friendly colors. This new collaboration further advances their commitment to promoting inclusion and enhancing body confidence among young athletes.
Modibodi aims to assist the 50% of girls who refrain from sports during their menstrual cycles, empowering them to participate confidently. In collaboration with West Ham, a special edition collection that combines the club’s claret and blue colors with Modibodi’s groundbreaking leak-proof technology is set to be released, incorporating feedback from the players themselves.
Rebecca Rowley, West Ham’s Head of Partnerships, shared her thoughts on the collaboration: “From our initial discussions with Modibodi, we’ve been profoundly inspired by their dedication to fostering change and eliminating the barriers that have historically impeded women and girls in sports.”
Kerry Cusack, Executive Director at Modibodi, added: “Aligning with West Ham United women’s team provides us with a platform to proclaim: your body is not an impediment. Together, we’re paving the way for a future where every girl can participate confidently, with courage and pride, throughout the entire month.”
This partnership isn’t just symbolic – it’s practical, visible progress. By putting period-proof tech directly on the kit, West Ham and Modibodi are helping to dismantle the barriers that have long limited participation for women and girls in sport.
