Dick move! Sexual health brand Lelo is first to sponsor a crotch

By Julia Wray 7-Sep-2022

The crotch of the London Colney Football Club players’ kit will feature the brand’s logo to help break the taboo surrounding male sexual wellness

<i>Lelo will be the St Albans-based team’s headline sponsor for the 2022-23 season</i>

Lelo will be the St Albans-based team’s headline sponsor for the 2022-23 season

Sexual wellness brand Lelo has become the first brand to officially sponsor a crotch via a playful partnership with English football team, London Colney Football Club.

The logo placement deal sees Lelo named the team’s headline sponsor for the 2022-23 season as part of the brand’s mission to help break down the taboo surrounding male sex toys and sexual wellness.

The partnership follows findings from Lelo, which revealed that almost a third of men (30%) wouldn’t feel comfortable telling people they own a sex toy.

Furthermore, a fifth of men (22%) said talking about male sex toys in front of others would make them feel uncomfortable and a quarter (26%) said they had been laughed at or mocked for discussing the subject.

“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,” said Donald Williams, Chairman of London Colney Football Club.

“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.”

“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,” Justine Pescher, Lelo’s UK Marketing and Communications Manager, added.

“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.”

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Lelo was founded in 2003 in Stockholm, Sweden. In addition to sex toys, Lelo offers formulated sexual wellness accessories including F1L Advanced Performance Moisturiser, which is designed to enhance natural moisture for a sensual experience, and Personal Moisturiser, to use for pleasure and/or to keep skin around intimate areas feeling luxurious.