Period underwear brand snuggs has announced a new partnership with Manchester City Women’s Football Club, marking the first-ever official period underwear partnership between a professional women’s football team and a period underwear brand, according to the company.
The collaboration includes team captain Alex Greenwood joining as a snuggs ambassador to help amplify the importance of the partnership. Additionally, snuggs and Manchester City Women are launching a co-branded collection of high-performance period pants featuring three premium designs.
“Women’s football is on an unstoppable rise, with greater investment, bigger crowds, sold-out stadiums, record-breaking crowds, and increased recognition on the global stage. This partnership represents the next evolution, ensuring women have access to modern, 21st-century period care that provides them with the best support on and off the pitch,” shares Linda Sejdova, Founder of snuggs.
Charlotte O’Neill, Managing Director of Manchester City Women, commented on the partnership: “We’re really excited to welcome snuggs as the Official Period Underwear Partner of Manchester City Women. It’s great to be partnering with a brand equally focused on athlete performance and 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 who have opted to invest in the future of the women’s game. We look forward to working together to engage fans and further educate the next generation of players.”
As part of the initiative, snuggs will donate their period underwear to all players in the Girls’ Academy. The two organizations will also create a Girls’ Academy period program focused on engaging and educating the next generation of players.
Founded in 2019, snuggs has experienced rapid growth through its direct-to-consumer channel and third-party retail, attracting over 700,000 customers and selling more than 3 million products. The company’s key markets beyond the UK include Germany, the Netherlands, and Central and Eastern Europe. Linda Sejdova founded snuggs at just 23 years old and attracted designers from Agent Provocateur and Lounge Underwear to help develop premium period underwear with extra comfort and desirable designs. “I didn’t want to create just a practical and reliable solution, but something to look forward to every month,” Sejdova noted. The brand’s high-performance, ultra-thin absorbent technology is redefining period care and challenging traditional tampons and pads. The company recently closed a new investment round, bringing its total funding to €12 million.
Manchester City Women’s Football Club was founded in 1988 as Manchester City Ladies and established a formal partnership with Manchester City in August 2012. The team was granted entry to the FA Women’s Super League in 2013 before being relaunched as Manchester City Women in January 2014, when it began offering full-time professional contracts to players for the first time.
