Arsenal and Persil’s campaign- “Every stain is part of the game”
With women’s football on the rise, participation is reaching record levels. There are now twice as many registered football teams in England as there were 7 years ago. (2) After the Lionesses won Euro 2022, 1,500 new teams registered. Now there are 12,150 women’s and girl’s teams registered across England and the Channel Islands, this is up from 5,632 in the 2016-17 season. (2)
Clubs like Arsenal have been instrumental in inspiring young people to get involved and play football. But as more girls join the game, the stigma around periods in sports becomes hard to ignore.
They have recently extended their partnership with Persil’s ‘Dirt is Good’ laundry brand. ‘Dirt is Good’ encourages young people to participate in outdoor activities without the fear of getting dirty in the process. The campaign earned 9 Cannes Lions shortlists and Bronze Lion for Print. (1)
In February 2025 the partnership launched the campaign “It’s part of the game”, which aims to tackle period stigma in sports. With the catchy slogan “every stain should be part of the game” they highlight the contradiction that sees blood from injuries celebrated as a sign of resilience and toughness, while period blood is treated as embarrassing and shameful. They challenge the double standard and deliver a clear message that blood is blood- all blood stains are the same, whether they’re from your nose, your knees or your uterus.
Persil did a survey of around 1,000 teenagers aged 15-18 and it revealed that too many are stepping away from sports due to anxiety around periods.(1) Figures show that 78% of women have stopped playing sports because of their periods, with 6 in 10 doing so due to fears around period stains and leaks. 63% of women have experienced a period leak or stain clothing while playing sport, which have led to feelings of embarrassment, anxiety, and shame. 78% have thrown away sports clothing after experiencing a period leak.(1) They claim in their campaign that this figure would be less if more people knew how to effectively remove these stains. 1 in 4 teenage girls do not feel that they receive enough guidance or understanding surrounding period stain removal and they are trying to change this.
The campaign features Arsenal star players Beth Mead, Leah Williamson, Katie McCabe and captain Kim Little, who share their experiences and advice. They encourage open conversations about periods between players, coaches, and parents and give guidance on normalising what has unfortunately long been a hidden topic in sports. They have launched a programme which involves specially designed workshops across schools and football academies which educate young girls and boys about periods, the barriers they pose to sporting participation, and effective tools on how to play on. These sessions provide safe spaces for the children to ask questions about periods and their menstrual cycle, breaking down the stigma and encouraging conversation. Activities include playing football in mixed gender groups and encouraging them to think about how they can notice when a teammate may be acting differently, and how this can spark an empathetic conversation to keep them in the game. There will also be an incorporation of these principles into the training of coaches so they can better understand and support players through all aspects of the game.
By breaking down barriers, challenging double standards and encouraging open conversations they are getting more women involved in sport and creating spaces for them to feel comfortable and supported. The heart of their mission is similar to ours here at LGOKIAT, simply to empower and inspire women.
Written by Lila Cooksley