Period. Time of the month. Aunt Flo. However you phrase it, menstruation is a natural part of life for nearly half the population, so why is it still a taboo topic? Many of us can recall moments of discreetly hiding a tampon or pad up our sleeve, feeling the need to keep something so normal, secret. That ingrained discomfort and silence surrounding periods has held back too many for too long.
That’s why Manchester City Women’s new partnership with snuggs is such a groundbreaking move. This collaboration marks the first time a professional women’s football team has joined forces with a period underwear company, setting a precedent for the integration of menstrual health into the sports industry.
Periods have historically been a barrier for many young girls and women in sports. A 2023 study by Nuffield Health found that 84% of teenage girls reduce or stop engaging with sports and fitness activities after their first period due to discomfort and anxiety related to their cycle.
Manchester City Women and snuggs are confronting these issues head-on, providing athletes with the confidence and comfort they need to perform at their best, even during menstruation. Integrating menstrual health into the athletic conversation will play a crucial role in encouraging continued participation. These initiatives empower female athletes to pursue their passions without compromise.
Founded in 2019, snuggs has quickly become Europe’s leading period underwear brand, known for their innovative and sustainable period underwear that offer comfort and security during your period. As part of the collaboration, snuggs will donate period underwear to players in the Manchester City Girls’ Academy. This not only supports young athletes but also sends a powerful message that periods are not something to be hidden or feared. Manchester City Women are breaking barriers, promoting positivity and reducing shame about periods for the next generation of young female athletes.
At the heart of the campaign, Manchester City Women’s captain, Alex Greenwood, has been named a snuggs ambassador. Greenwood has become the face of the exclusive co-branded collection, offering fans and players alike access to high-performance period underwear that embodies both functionality and style. For many young girls and women, this is more than just merchandise. Seeing their idol, a top-level athlete, openly and proudly advocate for period products helps bring positive change to the narrative around periods.
The partnership also joins a broader movement within women’s sports to challenge the outdated stigma around menstruation. Arsenal Women, for instance, have recently partnered with Persil in the “Every Stain Should Be Part of the Game” campaign. That campaign highlights the double standard that views blood stains from injuries as badges of honour, while period stains are often met with embarrassment. Arsenal and Persil’s campaign noted that 6 out of 10 girls fear playing sports due to concerns about period leaks – this could translate to 6 out of 10 girls missing opportunities or leaving their dreams behind, all because of their period.
It’s safe to say that this partnership between Manchester City Women and snuggs is a testament to the growing recognition of women’s sports and the unique challenges female athletes face. Through this partnership, Manchester City Women and snuggs are not only offering practical support, they’re fostering a culture of openness, confidence, and inclusivity. Because real empowerment starts with making sure no-one ever feels like their period is a reason to step back.
Find out more about snuggs and how to get your hands on a piece from this historic collaboration here.
Man City website – Manchester City Women | snuggs as the Club’s Official Period Underwear Partner
Snuggs website – MAN CITY | snuggs
Nuffield health – Periods are making it harder for 84% of teenage girls to take part in sports and fitness
Arsenal website – Every stain should be part of the game | Partner Activation | News | Arsenal.com
