Landmark Sponsorship (West Ham x Modibodi kit deal)

West Ham United’s 2025/26 kit becomes the first in the Barclays WSL to feature a period-proof underwear sponsor, after the club’s women’s team partnered with Modibodi. The brand’s logo appears on the back of the shorts for the season, part of what Modibodi bills as a mission to ensure ‘no girl ever feels sidelined by her period’. Executive director Kerry Cusack explains the partnership as a statement that ‘your body is not a barrier’, aiming to let girls play with confidence throughout their cycle. The short news piece, bylined by Steve English, frames the deal as a landmark moment for period-positive sponsorship in English women’s football, arriving in the same season that Nike became official kit partner across the WSL and WSL 2.