West Ham United women’s team has named Femfresh as its official feminine hygiene partner to emphasise the importance of women’s health.

The Barclays Women’s Super League club has collaborated with Femfresh to emphasise a shared commitment to women’s health, hoping to help create a “positive environment where women feel confident and empowered” both on-and-off the field.

Founded in 1968, the intimate hygiene brand has been educating women from all life stages on the importance of intimate care and health. Through this partnership, it hopes it can further its reach and continue the work it has been doing, combining its expertise with the football club’s “passion and prowess”.

Sonila Troka, Marketing Director at Femfresh, remarked: “The partnership between Femfresh and West Ham United women’s team is a powerful alliance that shows our unified mission. Like the exceptional athletes of the West Ham United women’s team, Femfresh empowers women to look after their health with pride. 

“We are thrilled to be working with the club this year and look forward to uniting to foster powerful and vital conversations on the importance of intimate care and health. 

At the heart of the deal are joint community initiatives and engagement activities to promote the importance of women’s well-being amongst fans and the wider community.

With the hygiene brand “committed to breaking down taboos and fostering unapologetic conversations”, Rebecca Rowley, Head of Partnerships at West Ham United, said: “The rise of women’s football allows us to tell untold stories and highlight different social issues with our commercial partnerships.”

“By partnering with Femfresh, we aim to examine the connection between fitness and intimate hygiene, sparking a conversation that we hope resonates far beyond the pitch.”

Boasting a leadership team that is solely female-led, this deal signifies the future of commercial opportunities in the women’s game. West Ham United women’s VP, Queenie Porter, explained to Insider Sport earlier this month how the women’s game has the potential to create commercial deals that would never be possible in men’s football.

Furthermore, adding that it would be deals like the one with Femfresh that would elevate the commercial potential of the sport.

Speaking to Insider Sport, Porter said: “I really want to see more women willing to get involved in the commercial element of football and just really celebrating the fact that the men’s game is incredible and they’ve learned from that, but they need to treat it as a separate entity and not just bolt onto the men’s.”

This deal is one of the first that looks like women’s sport is separating itself from the men’s game.

“This exciting partnership further solidifies our dedication to educating and empowering women from all life stages about the importance of intimate care, which not only promotes physical well-being but also mental health by fostering confidence, self-care and a sense of well-being,” Troka concluded.

Previous articleCommonwealth champ McColgan becomes Shokz brand ambassador
Next articlePremier League warned independent regulator may step in on EFL deal