Sexual wellness company LELO, has become the first brand to officially sponsor a crotch in its partnership with London Colney Football Club. The unlikely logo placement deal sees LELO named the St Albans based team’s headline sponsor for the 2022/2023 season as part of the brand’s mission to help break down the taboo surrounding male sex toys and sexual wellness.
Coinciding with the start of the football season, the deal will see the crotch of the players' home and away kit emblazoned with the brand’s logo. The partnership comes as findings from LELO reveal that almost a third of men wouldn’t feel comfortable telling people they own a sex toy.
A fifth of men say talking about male sex toys in front of others would make them feel uncomfortable and a quarter said they have been laughed at or mocked for discussing it.
With three quarters of men agreeing that there is a stigma surrounding male sex toys, the sponsorships aim to help normalise the use of them and break the taboo. The St Albans based team who compete in the Spartan South Midlands Premier Division and first formed in 1907, play an important role in breaking the stigma with the new partnership.
Donald Williams, Chairman of London Colney Football Club, said: “We are thrilled to be working with LELO to help create conversation around men's sexual wellness and sex toys as well as be part of the movement in breaking the stigma around it. This sponsorship is a bold statement and will certainly raise eyebrows in the world of football - we look forward to seeing the response from our fans.”
Justine Pescher, LELO’s UK Marketing and communications manager, said: “We know the pandemic saw a spike in male sex toy use however there is still a huge stigma around it, so what better place to spark the conversation than the world of football which we know has many male fans across the world. We are excited to be working with London Colney Football Club on this important sponsorship and look forward to seeing people across the country join the conversation and help break taboos when it comes to male sex toys.”
