Period company announced as 2024 Women’s European Cricket Championships’ new sponsor

• Asan will be sponsoring the England XI team between 15th – 21st December

• Asan is looking to normalise talking about periods in sports and end period poverty by 2030

London-based period company, Asan, is announced as an official supporting sponsor of the England XI team for the 2024 Women’s European Cricket Championships.

Set to take place at Cartama Oval, Malaga, from December 15–21, 2024, the partnership with Asan represents a powerful collaboration that aligns with the values of promoting women’s health, empowerment, and the growth of women’s sports.

Earlier this year, female Olympians aimed to break the taboo of periods in sports by sharing their feelings on the regular occurrence. Swimmer, Fu Yuanhui, openly shared information about her period with CCTV, sparking discussions of menstruation in all kinds of playing fields.

The sponsorship highlights both the England XI’s and Asan’s ongoing support of women’s well-being and active lifestyles. As the team prepares to compete against top European teams in this prestigious tournament, they are proud to be backed by a brand that shares their dedication to sustainability, inclusivity, and resilience.

Jennifer Jackson-Tullet, Head Coach: England XI shared: “We’re hugely excited to work with Asan to keep breaking down stigma, and pushing through the boundaries associated with being a female in sport. The impact of periods can be huge, and by continuing the conversation Asan are providing female athletes the platform to make change.”

Asan, a leading brand in sustainable menstrual care, offers women a reliable and eco-friendly alternative with reusable menstrual cups. Asan has the goal of ending period poverty by 2030, with NCCA, Challengers, and team England hoping to increase this likelihood through this partnership.

Founder of Asan, Ira Guha, commented on the new partnership: “Asan is all about empowering women to feel and perform their best. Periods in sports are just not talked about enough, and we hope that by supporting women’s cricket, we can break the taboo and encourage more women and girls to be open around the challenges they face with periods and sport — only this way can we provide better solutions! We’re absolutely delighted for the Challengers XI team and wish them the very best for the upcoming tournament.” 

Asan Cup’s involvement with the England XI also serves as a celebration of women’s achievements in sports, as well as an opportunity to raise awareness of the importance of sustainability and women’s health. Together, the team and Asan aim to inspire young women to pursue their athletic goals while embracing the benefits of eco-conscious products.

The 2024 Women’s European Cricket Championships will feature a week of exciting competition, with the England XI aiming to bring their best to the field as they seek to secure the title.

Captain of the team, Chiara Green stated: “As a group we’re really excited to be working with Asan! With so many more females competing in all sports, it’s important that this is something that is spoken about and acknowledged to keep as many girls in sport for as long as possible and performing to their best ability.”