Chelsea FC Women partners with Here We Flo

Chelsea FC Women has partnered with period care brand Here We Flo as the club’s back of short sponsor.

The agreement has formed part of a campaign designed to highlight menstrual health and period stigma in sport. Research by Here We Flo has shown that 80% of girls have said they would feel ashamed if they leaked in public and 90% have said they do not believe periods are shown realistically in advertising.

Chelsea has previously taken steps in this area, including becoming the first Women’s Super League team to employ a menstrual cycle coach to support players.

No shame. No stigma. Period 🚫#WeDontBleedBlue | @HereWeFlo pic.twitter.com/bZlMDV9zi9

— (C)helsea FC Women 🏆🏆🏆 (@ChelseaFCW) September 5, 2025

To launch the partnership, Chelsea players have worn deliberately stained shorts at the opening game of the season as part of the “We Don’t Bleed Blue. We Bleed. Period” campaign.

Here We Flo, founded in the UK, produces sustainable period care products and has worked to raise awareness of menstrual health issues through partnerships and campaigns.

Aki Mandhar, CEO of Chelsea FC Women, said, “At Chelsea we want to break down barriers and inspire change. We want to reset the narrative about periods, normalise them and in doing so empower and inspire the next generation of young girls, whether they play sport or not. Periods should be a source of strength and confidence for girls, not a hinderance.

“We are thrilled to be joining forces with Here We Flo on this campaign. They are challenging the status quo when it comes to period products and together we can change perceptions for the better.”

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