Published on March 20th, 2025
Location: Global
Snuggs & Manchester City Women Announce Historic Partnership
Manchester City Women and snuggs have announced a groundbreaking global partnership, making snuggs the Club’s Official Period Underwear Partner - a first in women’s football. This collaboration aims to empower female athletes by providing greater comfort and confidence on and off the pitch.
The agreement also sees Manchester City Women’s Club Captain, Alex Greenwood, become a snuggs ambassador, reinforcing the importance of menstrual health and performance in sport.
To celebrate the partnership, snuggs and Manchester City Women will launch an exclusive co-branded collection, offering fans a unique opportunity to experience the same innovative period underwear worn by their favorite City players.
Additionally, the partnership extends beyond the first team, with a strong commitment to developing young talent. snuggs and Manchester City will work together to engage, educate, and empower the next generation of players at the Manchester City Girls Academy.
As part of this initiative, snuggs will donate period underwear to academy players, ensuring young female athletes have the resources they need to feel comfortable and perform at their best.
This partnership is a testament to our shared commitment to breaking down barriers and ensuring that all athletes can play with confidence.
Linda Sejdova, Founder of snuggs
Linda Sejdova, Founder of snuggs, expressed her excitement about the partnership:
“We are incredibly proud to partner with Manchester City Women and to be the first period underwear brand to enter the world of women’s football at this level. This partnership is a testament to our shared commitment to breaking down barriers and ensuring that all athletes can play with confidence.”
Charlotte O’Neill, Managing Director of Manchester City Women, added:
“At Manchester City, we are committed to supporting our players at every level. This partnership with snuggs not only provides innovative solutions for our athletes but also helps to drive important conversations around menstrual health in sport.”
Jessica Stommel, Head of Women’s Football - SPORTFIVE, said:
“We at SPORTFIVE are particularly pleased about this partnership between Manchester City Women and snuggs. It is an important step to further strengthen women's soccer and break taboos around periods, not only for women. Players deserve the best conditions to perform without compromise. The fact that a top club like Manchester City is actively tackling this issue sends a strong signal for equality, well-being and competitive sport. It's not just about products, it's about real change for current and future generations of female footballers."
The partnership was brokered by SPORTFIVE, a global sports marketing agency that connects brands, rights holders, and media platforms to create innovative, high-impact collaborations.
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About SPORTFIVE
SPORTFIVE is a global sports marketing agency that delivers customer-centric solutions based on trust and transparency, deep industry experience and global relationships, digital intelligence and innovation. SPORTFIVE strategically and creatively connects brands, rightsholders, media platforms and fans to create and enable contemporary partnerships in sports.
While creating and growing long-term value for all, SPORTFIVE often leads the sports business into the future through innovative digital solutions and strives to be the most progressive and respected partner in sports.
Being at the centre of professional sport SPORTFIVE will use its unique position, in order to make a positive contribution to sustainability and to live up to the social and economic duty and responsibility, which sport and consequently all parties involved, also have. SPORTFIVE operates with a global mindset and network of over 1,200 local experts based in 15 countries around the world, active in Football, Golf, Handball, Motorsport, Esports, Cricket, Tennis, American Football, Basketball, Hockey, Rugby, Olympics and Multi-Sport Events, Wintersports and many more.
Press contacts
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Kristin Podewils
Senior Manager Marketing Communications
kristin.podewils@sportfive.com
