Stains are an inevitable part of football — grass, turf, mud — every mark on a kit tells a story of dedication, effort, and passion for the game. However, in the fast-developing world of women’s football, one stain remains largely unspoken about: period stains. Despite the undeniable progress in women’s sport, the stigma surrounding menstruation persists, subjecting female athletes to embarrassment, anxiety, and even withdrawal from the game they love.
A recent survey of 1,000 teenage girls aged 15 to 18 revealed alarming statistics: over 75% have stopped playing sports due to their period, while 63% have experienced a leak or stained clothing, leading to feelings of shame and condemnation. Additionally, 79% of athletes report a negative impact on their confidence when on their period, a reality that shouldn’t be burdened upon any player. Instead, there should be an unwavering commitment to fostering a culture where periods are recognised as a natural part of sport, rather than a reason to hold back. Perhaps even more concerning, 1 in 4 teenage girls feel they do not receive adequate support from coaches and staff, highlighting the vast array of challenges still faced by female athletes.
This is where Persil’s ‘Every Stain Should Be Part of the Game‘ campaign, unveiled in collaboration with Arsenal Women, seeks to champion change. Featuring Leah Williamson and Beth Mead, the initiative challenges outdated taboos while celebrating the reality of periods in sport. It underscores a commitment to ensuring that no athlete, at any level, should be burdened with the choice between playing the game they love and the fear of a stain.
Beth Mead, who unequivocally stands behind the campaign, shared her perspective:
“We’ve all been in that situation, facing a leak or period stain and fearing how others might react to it. But it’s not right to feel shame over something that’s so normal. In football, we wear our stains with pride – they show our commitment and passion for the game, That should be the same for all blood stains, regardless of where they came from – because they are part of the game. We’re proud to be part of this campaign and to stand up for girls who feel afraid or ashamed about blood stains when playing sport. We all deserve to play with confidence and feel like we belong in the game we love.”
Arsenal in the Community: Leading the Way for the Next Generation
To mark its 40th anniversary, Arsenal in the Community have introduced a trailblazing initiative aimed at empowering young footballers while navigating one of the last remaining taboos in sport. Acknowledging that more needs to be done to achieve true equality, the program is designed to educate, support, and drive meaningful change at the grassroots level.
The initiative includes:
• Specially designed educational workshops on the menstrual cycle for young boys and girls, addressing the barriers to participation and equipping them with effective tools to play on.
•Safe spaces where players can ask questions about periods, fostering open conversations.
• Sports-based exercises, bringing teenagers together in mixed-gender groups to promote empathy and awareness — helping them recognise when a teammate may be struggling and sparking supportive dialogue to keep players in the game.
• Incorporating these principles into coach training, ensuring that young coaches are equipped with the knowledge to understand and support their players.
This programme represents a clear call to action: if we want female athletes to thrive, we must challenge the stigma that stems from outdated attitudes. The disparity in how male and female athletes experience sport must be acknowledged and addressed, not just by players, but also by clubs, brands, and government institutions.
A Movement Beyond the Stain
Tati Lindenberg, Chief Brand Officer at Dirt Is Good, emphasises the importance of shifting the narrative:
“Every stain tells a story of determination. Of giving everything to the game you love. For decades Dirt Is Good / Persil has championed stains as a symbol of passion, not a problem, proving that getting dirty is part of the journey, not a setback. We’re proud to team up with Arsenal in challenging this double standard that’s pushing young players away from sport at a pivotal moment for women’s football and women in sport. We believe that everyone should feel empowered to play on, enjoy going outside, getting stuck in, and getting dirty. Together, we’re backing every player to stay in the game – without fear, without shame, without holding back.
Despite the adversity that still exists, this campaign marks an important step forward, underscoring the commitment to breaking down barriers and redefining what it means to play with confidence. The message is clear: no stain should stand in the way of sport. Now, it’s time for the rest of the sporting world to step up and ensure that no girl ever feels like she has to choose between her body and the game she loves.
To hear Arsenal Women share their experiences and to learn more about Every Stain Should Be Part of the Game, visit https://www.persil.com/uk/home.html
