Birmingham City ropes in NIXI Body as new partner for women's team

English football club Birmingham City has announced a new partnership with deodorant brand NIXI Body who has joined as an Official Partner of the Birmingham City Women’s team. The partnership will see NIXI Body provide the Birmingham City women’s team players with their products throughout the season and also host educational workshops and collaborate with the club on programmes as well. NIXI Body will also provide education on menstrual health, periods, pelvic floor health and bladder leaks. 

Birmingham City Women’s team won the WSL 2 in the 2025/26 and will be competing in the Women’s Super League for the 2026/27 season. 

Crofton Alexander, Head of Performance Services at Birmingham City, commented,

“We are delighted to welcome Nixi Body as an Official Partner of Birmingham City Women. At the highest level of the women’s game, every detail matters, and players need to feel comfortable, confident and fully focused when they train and compete. Nixi Body’s innovative period and bladder-leak underwear has been designed with movement and performance in mind, making them a natural partner for our women’s programme. By providing practical support to our players, this partnership will help remove concerns that can distract athletes from performing at their best. Beyond the elite game, we also want to use this partnership to open up important conversations, challenge stigma and inspire more women and girls to move with confidence.”

Coni Longden-Jefferson, Co-founder of NIXI Body, added,

“We’re thrilled to partner with Birmingham City Women, tackling leaks on and off the pitch. They are a Club that is really putting the needs of its female athletes first, and we’re proud to be part of their new chapter in the WSL. With 84% of girls quitting sport when they start their period, and half of elite athletes managing bladder leaks, the work we’re doing together has never been more important. From kitting out players to women’s health education across the First Team, pathway and wider Birmingham community, we’re excited to help every player and fan move with confidence.”