“We Don’t Bleed Blue” is a groundbreaking partnership between Chelsea Women FC and period-care brand Here We Flo, created to confront one of the most unspoken taboos in society, periods. CFCW and Flo sort to work alongside one another to destigmatise periods using a powerful and emotive action.

A world-first moment, Chelsea Women players walked onto the pitch at Stamford Bridge for the first game of the 2025/2026 season against Manchester City Women, wearing shorts stained with a realistic period-blood mark. The visual was simple, honest and undeniably real. It demanded conversation, and the world responded.

The campaign ignited contagious conversation, empowered women and girls to speak openly, and positioned both organisations as leaders using their platforms for meaningful change. “We Don’t Bleed Blue” showed the transformational potential of sponsorship when purpose, bravery and authenticity all come together.