March 19 – Manchester City Women have signed a unique global partnership with leading period underwear brand snuggs, marking the first time the club has brought on an official partner in this space.
The Czech-founded brand, which has sold over three million pairs of period pants since launching in 2019, becomes City Women’s Official Period Underwear Partner as part of the deal. The partnership reflects the growing commercial interest around women’s football, as well as a shift towards brands prioritising health, wellbeing, and inclusivity in sport.
Club captain Alex Greenwood will also take on a dual role as snuggs ambassador and the face of a new co-branded period underwear line, developed in collaboration with the club. The limited edition range will offer fans a direct link to the players’ day-to-day needs and aims to remove stigma around menstruation in football.
Beyond the product launch, the club and snuggs are set to roll out a wider initiative focused on the next generation of talent. The programme will aim to “engage, educate and empower” young players in the City Girls’ Academy, ensuring they have access to resources and support on issues around menstruation and sport.
Charlotte O’Neill, Managing Director of Manchester City Women, said: “It’s great to be partnering with a brand equally focused on supporting players to perform confidently without compromise. It’s an exciting time for women’s football and through this partnership, snuggs joins a growing list of brands investing in Manchester City Women.
“I’m particularly looking forward to working together to support and educate the next generation of City players in our growing Girls’ Academy.”
Linda Sejdova, Founder of snuggs, said: “Women’s football is on an unstoppable rise, with greater investment, record-breaking crowds, and increased recognition on the global stage. This partnership represents the next evolution — ensuring that women have access to modern, 21st-century period care that provides them with the best support on and off the pitch.
“Women supporting women is at the heart of this partnership — so I’m also delighted to share that we’ll also be donating snuggs to players in the Girls’ Academy to support the next generation to go even further.”
Contact the writer of this story, Harry Ewing, at moc.l1743188325labto1743188325ofdlr1743188325owedi1743188325sni@g1743188325niwe.1743188325yrrah1743188325