Birmingham City Women add NIXI partnership around female athlete health
Birmingham City Women have partnered with leakproof underwear brand NIXI ahead of their return to the Women’s Super League, combining player product supply with education around periods, pelvic floor health and bladder leaks.
Birmingham City Women have named NIXI as an official partner ahead of their return to the Women’s Super League, with the agreement focused on removing physical barriers that can affect participation and performance.NIXI will supply its leakproof underwear to Birmingham’s first-team squad while also supporting local community programmes connected to the club.A NIXI spokesperson said: “We are so proud to share that we are an official partner of Birmingham City Women for this coming season, a club we know are putting the needs of their female athletes first as they return to the top flight.“This isn’t just about kit. It’s about backing players and fans with real support – specialist education on periods, pelvic floor health and bladder leaks – so nothing gets in the way of performance or enjoyment when it comes to football.”The partnership will also include specialist education for players and supporters around periods, pelvic floor health and bladder leaks, extending the relationship beyond product provision.The initiative addresses issues that can directly affect female participation in sport, with research cited as part of the partnership showing that 84% of girls have quit sport when starting their period.Half of elite athletes have also experienced bladder leaks, highlighting the scale of health issues that can remain under-discussed even at the highest level of competition.The agreement gives NIXI a direct role within Birmingham’s women’s football operation while providing the brand with visibility around a club returning to the top tier.Commercially, the partnership reflects a wider shift in women’s sport towards agreements built around products and services specifically designed for female athletes rather than simply adapting existing sponsorship models.That creates a stronger functional link between partner and team, with NIXI able to demonstrate its products in a high-performance environment while supporting education that can extend into the club’s community activity.Birmingham also gain a partner whose category aligns closely with player welfare and participation, areas that are becoming increasingly important as women’s clubs expand their commercial programmes and seek greater relevance from sponsorships.The collaboration will run across the coming season, with product supply and health education forming the core of the relationship as Birmingham prepare for their return to the Women’s Super League.