Inside Here We Flo’s partnership with Chelsea FC Women

Period care brand Here We Flo is partnering with Chelsea FC Women in a bid to tackle stigma and raise brand awareness as it looks to grow through sport sponsorship.

The majority (90%) of people don’t believe periods are shown realistically in advertising or entertainment.  

It’s something Here We Flo wants to fight against with its new partnership with Chelsea FC Women, supported by its ‘We Don’t Bleed Blue. We Bleed. Period’ campaign.

The period care brand is Chelsea’s back-of-short partner for the 2025/26 season and kicked off the season by having the players walk out onto the pitch in shorts deliberately marked with (fake) period blood stains.  

When it comes to brand partnerships in women’s sport, there is often criticism that brands focus too much on “women’s issues” rather than the sport itself.  

However, Here We Flo’s co-founder and chief brand officer, Susan Allen Augustin, believes the brand can “do two things at once” by focusing on period stigma and how menstruation is represented in sport.  

Credit: https://www.marketingweek.com/here-we-flos-partnership-chelsea-women/