Modibodi named period-proof underwear sponsor of West Ham United Women

Leak-proof apparel and underwear brand Modibodi has been named the official back of shorts and period-proof underwear partner of West Ham United Women_s team.

Described as a “groundbreaking partnership_” the move will see Modibodi becoming the first period-proof underwear brand to feature on-kit in women_s football_ with its brand name appearing on the back of the shorts of West Ham United women_s team throughout the Barclays Women_s Super League and domestic cup competitions.

Modibodi will also receive brand visibility through pitchside advertising_ press backdrops_ and across West Ham United_s digital platforms.

Having led an industry move away from white shorts to period-friendly colours_ West Ham United said the partnership unites two brands with a shared ambition “to break taboos_ challenge conventions and bring down the barriers to sport for women and girls”.

Rebecca Rowley_ head of partnerships at West Ham United_ said in a statement: “From the initial conversations with Modibodi_ we have been truly inspired by their commitment to creating positive change and removing restraints that have long held back women and girls in sport.

“Coupled with their high-quality products_ this partnership will drive true step-change in the industry_ and we_re proud to provide a platform to amplify Modibodi_s message of empowerment_ in football and beyond.”

To celebrate the collaboration_ Modibodi and West Ham have launched a limited-edition co-branded product range_ developed in consultation with West Ham United Women players_ featuring its seamfree bikini_ cheeky briefs_ and thongs in the Club_s iconic claret_ cerulean blue_ and black colours.

Kerry Cusack_ executive director at Modibodi_ added: “This partnership is a powerful reminder that sport should be a place of possibility_ not limitation. At Modibodi_ we_re on a mission to ensure that no girl ever feels sidelined by her period.

“Partnering with West Ham United Women allows us to stand together and say: your body is not a barrier. Together_ we_re inspiring a future where every girl can play with confidence_ courage and pride - every single day of the month.”

Founded in 2013_ the B-corp-certified Modibodi has been at the forefront of promoting leak-proof period underwear_ offering more comfortable_ sustainable ways to manage periods. The brand's collection features underwear_ activewear_ swimwear and teen-tailored styles.

The move follows London-based period underwear brand Snuggs partnering with Manchester City Women_s football club to launch a co-branded collection of high-performance period pants in March 2025.