Periods. Still often seen as shameful, taboo, especially in the world of sport. Last weekend, with the return of the Barclays Women’s Super League, Chelsea FC Women teamed up with period care brand Here We Flo and created one of the most innovating stunts we’ve seen in Women’s Football. Chelsea’s players took to the pitch with pride and warmed up for their debut match of the 25/26 season wearing faux blood-stained shorts, as part of their “We Don’t Bleed Blue. We Bleed. Period.” campaign. Here We Flo are now the official partner of Chelsea FC Women, being one of the first period care sponsors in Women’s Football.
Why this is ground breaking
- It disrupts silently but speaks loudly. Seeing bleeding portrayed so unapologetically on an elite field not only shocks, but starts conversations.
- It platforms female athletes as truth-tellers. Empowering strength, not shame. As Chelsea’s CEO Aki Mandhar said, “Periods should be a source of strength and confidence, not a hindrance”.
- It aligns real pain with real performance. By literally wearing the truth, they invite normalisation and empathy.
The landscape – facts you should know
- A staggering 84% of teenage girls report diminished interest in sport after their period starts, and 33% feel uncomfortable participating while menstruating.
- In a school setting, 68% avoid PE due to pain, 60% fear leaking, and 57% struggle with mood issues.
- Among grassroots female footballers, 73% say menstruation creates physical or emotional barriers – from lowered confidence to reduced endurance.
- And it’s not just teens: a global study revealed 87% of women athletes say their cycle impacts performance, yet only 35% have ever discussed it with their coach.
These aren’t just numbers; they are urgent signals that period stigma side lined real athletes.
Chelsea Women’s FC are proud to be the first team in the Women’s Super League to have hired a Menstrual Cycle Coach to give the players support and confidence when it comes to understanding and managing their periods.
What this means, and why Me Learning is on board
At Me Learning, we’re rooted in education, empowerment, and normalisation. Here’s how Chelsea and Here We Flo’s campaign validates and amplifies our mission:
- Visibility unlocks empathy. Just as Chelsea shattered silence, we embed menstrual health into learning, with courses like Menopause Awareness.
- Knowledge boosts performance. Education reduces fear and misunderstanding, turning menstrual cycles from a perceived liability into a strategic strength.
Over the past year, we have nosedived into the world of sport, providing education and training to increase compliance and support clubs on and off the field. At Me Learning, our flexible, cost-effective training fits seamlessly into busy schedules. Whether you need tailored content or ready-made modules, our high-quality courses are accessible anytime, anywhere.
We’re proud to support sports clubs across the UK with digital learning that goes beyond physical skills. Focusing on safeguarding, well-being, and building a positive culture at every level.
Final thought
Chelsea’s bold move isn’t just marketing, it’s revolution. By ‘bleeding’ on the pitch, they’re ensuring no one bleeds alone. At Me Learning, we echo that message: menstruation doesn’t pause success – it can power it.
Want to explore our work in Sport or browse our Digital Library?
Speak to Max Blencowe, our Sports, Hospitality and Leisure Lead today – Max.blencowe@melearning.co.uk.
Our team is here to help.
Together, we can rewrite the narrative, one conversation, one course, and one kick at a time.
