Starting today and running through to 6 July, the initiative sees 10% of sales from Here We Flo’s core range donated directly to Chelsea Foundation.

Nearly two-thirds of girls (62%) want to be more active in school but there are barriers that stop them taking part such as not being confident, having their period and being watched by others. Periods remain the biggest barrier to girls’ participation age 11-13 (47%) and age 14-15 (52%), according to Youth Sport Trust – Girls Active National Reports 2024. Bringing further awareness to this topic is another step towards destigmatising the important conversation around periods.

Promoted in 375 Tesco stores across the UK, the collaboration is the first of its kind between Chelsea FC Women, a partner and Chelsea Foundation, with funds going to Chelsea Foundation programmes, supporting girls’ participation in football.

During the six weeks in which the 10% of sales are being donated to Chelsea Foundation, the eligible products in the promotion include:

• Flo Day Pads

• Flo Night Pads

• Flo Regular/Super Combo Tampon Pack

• Flo Daily Liners

Laura Cordingley, chief executive of Chelsea Foundation, said: ‘This landmark partnership prioritises impact within our community alongside addressing a crucial barrier facing girls in sport. Research shows that when periods start, girls disengage from physical activity, and many of our programmes are aimed at changing that.

‘Donations made from this collaboration will directly empower girls within our local communities to participate in football and realise their potential both on and off the pitch.’

Susan Allen Augustin, co-founder of Here We Flo, added: ‘Here We Flo exists to create a world where people are crazy confident in their messiest moments. That mission starts early. Educating and supporting young girls with periods is not a nice-to-have for us, it is central to everything we do.

‘We are proud to be partnering with Chelsea FC Women, Tesco and Chelsea Foundation to challenge that statistic. This initiative brings together sport, retail and period care in a way that genuinely moves the needle for young girls across the country.’

Chelsea FC Women and Here We Flo joined forces at the start of the 2025/26 season, with a partnership that goes beyond traditional sponsorship. By combining platform, purpose and courage, together we have helped normalise conversations around menstrual health, encouraging greater openness among fans, athletes and communities alike. The launch campaign We Don’t Bleed Blue saw players walk onto the pitch with realistic blood stains on their shorts, demonstrating how aligned values and bold storytelling can turn a collaboration into a catalyst for cultural change.

This initiative reinforces the role of Chelsea FC Women’s partners as active contributors to women’s sport. Rather than simply sponsoring teams or assets, partners like Here We Flo are delivering tangible support that benefit female athletes, grassroots participants and fans alike.