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.
