West Ham United Women x Modibodi: A Game-Changing Partnership for Confidence in Sport

The 2025/26 Women’s Super League season is yet to kick off, yet it's already making history — and not just on the pitch. West Ham United Women have announced a groundbreaking partnership with Modibodi, the global leader in leak-proof apparel, to address one of the most overlooked challenges in women’s sport: period confidence.

For the first time in English football, a period-proof underwear brand will feature directly on the match kit, with Modibodi’s logo proudly displayed on the back of West Ham Women’s shorts. Far more than a commercial deal, this is a statement. It’s a bold move to normalize conversations around menstruation and ensure that no girl or woman feels sidelined by her body.

More Than Just a Logo

This partnership isn’t about branding alone — it’s about creating real change. Modibodi and West Ham Women will also co-create limited-edition, period-proof products, designed in consultation with the players themselves. These will be released later in the season in the club’s iconic claret, cerulean blue, and black, making them both practical and proudly West Ham.

By putting women’s lived experiences at the heart of the design, the partnership ensures athletes at every level can train and compete with confidence.

Why It Matters

Periods remain one of the biggest taboos in sport. Research has consistently shown that many girls drop out of sports at a young age due to period stigma, discomfort, or lack of proper gear. By making Modibodi visible on the pitch, West Ham are sending a clear message: your body is not a barrier.

Rebecca Rowley, West Ham’s Head of Partnerships, summed it up best:

“We have been truly inspired by Modibodi’s commitment to creating positive change. This partnership will drive true step-change in the industry.”

Meanwhile, Modibodi’s Executive Director, Kerry Cusack, emphasized the importance of representation:

“Together, we’re inspiring a future where every girl can play with confidence, courage, and pride — every single day of the month.”

Inspiring the Next Generation

For young players watching from the sidelines — especially girls who may feel embarrassed or excluded because of their periods — this partnership is a game-changer. It tells them they are not alone, that their challenges are valid, and that solutions exist.

By breaking the silence around periods in sport, Modibodi and West Ham are not just supporting elite players, but also ensuring that grassroots athletes everywhere can see themselves reflected in the game.

The Bigger Picture

This collaboration fits into a wider cultural shift in women’s football and sport in general. From kit manufacturers moving away from white shorts to initiatives aimed at tackling stigma in schools, the message is clear: female athletes deserve gear and support that works for them.

West Ham United Women and Modibodi are leading from the front, proving that progress doesn’t always come from goals scored or trophies lifted — sometimes, it comes from challenging the unspoken rules and standing proudly for change.

Looking Ahead

As the 2025/26 WSL season unfolds, fans won’t just be watching West Ham Women for their performance on the pitch. They’ll also be witnessing history in motion — a team using its platform to shift perceptions, open conversations, and empower girls and women everywhere.

The Modibodi x West Ham partnership isn’t just a sponsorship. It’s a movement. And it’s about time.