Flo is the Official Partner of Chelsea FC Women

*pinch us moment* we're the Official Partner of Chelsea FC Women 😱🚀⚽

The Flo logo will be on the back of shorts for all Chelsea FC Women. You know, that team who’ve won the Women's Super League (WSL) title 8 times and the FA Women’s Cup title 6 times? Yeah, those certified legends are now certified Flo Babes. ⚽🏆💕

Our partnership kicks off with an iconic campaign..

WE DON’T BLEED BLUE. PERIOD. 🩸

Period blood isn’t blue, but the media would tell you it is. Together, we and Chelsea Women (the actual blues) are reclaiming the narrative. We’re showcasing the truth on pitch with real players to show period stains are a natural part of the game. 

With 90%* of us believing periods aren’t shown realistically in ads or entertainment this partnership is needed. ASAP.

Are we giving period shame the red card? Absolutely.

(Yes, we love bloody love a triple entendre).

Leading the Fight Against Period Stigma in Football 🩸

If you are a Chelsea fan you say “I bleed blue”. But there is a double standard when it comes to bleeding. If someone is playing hard and gets a nose bleed or scrapes a knee, it's seen as giving your all on the pitch. But when it comes to period blood and bleeding, it remains hidden and stigmatised, despite athletes playing all game on their period and smashing it. 

When it comes to period blood, it’s falsely represented in the media with blue liquid being used instead of the real colour. This pushes the agenda of periods as something to be ashamed of. We say, we definitely don’t bleed blue. We bleed. Period.

This is not just another brand deal. It’s about really using our joint power to make a strong statement, challenging shame and stigma around periods and creating real change.

Through this partnership we'll reach millions of menstruators across the globe and show them that their periods aren't anything to be ashamed of. Our vision is a world where people with periods feel crazy confident, even in their messiest moments. This team up is a huge step in achieving this by raising awareness and shining a bright pink light on menstrual health. 

WE’RE THE PERFECT TEAM MATES 🤝

If Chelsea Women FC were a tampon, they’d be Flo. 

Chelsea aren’t just the reigning WSL winners and most decorated WSL side. They’re leaders in menstrual health in football, from being the first team to ditch white shorts to hiring the league’s first menstrual cycle coach. 

They're also building a Fempire. Chelsea FC Women have achieved Advanced Level of the Premier League Equality, Diversity & Inclusion Standard, promote “Games For Equality” to tackle racism in football AND promote female leadership in sport through career development programs. And leading this charge is their bad*ss CEO, Aki Mandhar.

DRIVING CHANGE ON + OFF THE PITCH 💪

“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.”

Aki Mandhar, CEO of Chelsea FC Women

PASSING TO OUR CO-FOUNDER, SHOEZ 🎤

“Women’s football is one of the most powerful platforms for change, and with Chelsea FC Women’s, we’re using that spotlight to shatter period stigma. These players are role models on and off the pitch, showing the world that strength and success don’t pause for our cycles. Together, we’re proving that when we talk openly about periods, we empower everyone to play, thrive, and win without shame– blood, sweat and all.”

Susan Augustin Allen, Chief Brand Officer & Co-founder

SHOP THE MATCH DAY MUST HAVES 👇

Eco-applicator Tampons: for when you’re jumping to get that header

Bamboo Pads: for when you just wanna be comfy AF on pitch

Daily Liners: light protection for lightwork goals 

Period Pants: to totes forget you're bleeding

*Here We Flo independent research, Conducted by Censuswide between 21-23 May 2025. Spoke to 2001 people who have periods. Across the UK .Between ages 25-35 years old.

Don’t mind us, just making sure we show up on ya feed with some relevant tags:

Chelsea FC Women

Women’s Super League (WSL)

Menstrual health in sports

Period stigma in football

Women’s football and menstrual health

Flo period care partnership

Normalizing periods in sport

Women’s empowerment in football

Menstrual hygiene in sports

Chelsea Women’s initiatives for equality

Chelsea FC Women & Flo Partnership