The Czech Republic’s Snuggs has launched a groundbreaking partnership with England’s Manchester City Women’s Football Club, marking the first collaboration between a global menstrual underwear brand and a professional football team. This alliance aims to normalise discussions around menstruation in sports while prioritising athlete health and comfort. The initiative includes a co-branded collection of period-proof underwear designed for performance alongside an educational program for Manchester City’s Girls’ Academy, which will provide free products to young players.

The Czech startup, founded in 2019, has rapidly grown into Europe’s leading period underwear brand, selling over three million products to more than 700,000 customers. A recent 130 million CZK investment led by TripleB will accelerate Snuggs’ expansion across Europe, aiming to reach 2–3 billion CZK in revenue.

Driven by the surging popularity of women’s football, Snuggs co-founder Linda Šejdová highlights the sport’s transformative growth, citing sold-out stadiums and rising global interest. The brand’s focus on England follows the country’s 2022 European Championship win, which sparked record registrations for girls’ teams and elevated players like captain Alex Greenwood to celebrity status. Snuggs’ partnership emphasises practical solutions for athletes, combining high-performance menstrual wear with advocacy to break taboos in professional sports.

Source: FORBES.CZ

Prepared by the CzechTrade United Kingdom & Ireland Office