It's Part of the Game
The film forms part of Arsenal and Dirt Is Good’s wider It’s Part of the Game campaign, which launched in 2025 and has previously featured Leah Williamson and Arsenal captain Kim Little. The campaign tackles a powerful double standard: when an athlete plays through injury, a bloodstain can be viewed as a sign of resilience and commitment, yet when that blood is period blood, many young people still experience embarrassment, anxiety and stigma.
Why This Matters
Born from the insight that 6 in 10 girls fear playing sport because of period leaks (Youth Sport Trust, 2024), It’s Part of the Game continues to encourage more open conversations around periods and build greater confidence in sport.
Game On Series
Through real experiences and honest conversations, the film demonstrates how understanding, empathy and practical support can help break down stigma and ensure more young people feel able to take part in the sports they love.
Featuring Arsenal players Alessia Russo, Emily Fox and Lotte Wubben-Moy, it follows the journey of a young person navigating the barriers that period stigma can create in sport. Exploring the experiences many young people face, the film highlights the impact stigma can have on confidence, participation and a sense of belonging. Alongside Arsenal legend and Dirt Is Good ambassador Ian Wright, the film shines a light on the campaign’s mission to challenge period stigma in sport and encourage greater understanding.
Our Partnership with Arsenal
Together with Arsenal and Arsenal in the Community, Dirt Is Good continues to support initiatives that help create more inclusive sporting environments for young people. Through education programmes, community workshops and awareness campaigns, the partnership is helping coaches, parents, teachers and teammates better understand the challenges associated with periods and provide meaningful support with confidence and empathy.
Saffron Inkster, Masterbrand and Partnerships Director at Dirt Is Good, said: "It's Part of the Game tells a story of determination and passion. For decades, Dirt Is Good has reframed the conversation around dirt, believing that getting dirty is a crucial part of any journey. Together with Arsenal F.C. and Arsenal in the Community, we're proud to challenge the double standard that can push girls prematurely away from sports they love. We believe everyone should feel empowered and confident to stay in the game without fear or shame."
Freddie Hudson, Director of Arsenal in the Community, said: "Creating a sense of belonging is core to who we are. We believe every young person deserves the opportunity to play sport and reach their potential, regardless of the barriers they face. We know that period stigma continues to prevent too many girls from participating in sport, which is why campaigns like this are so important. We're proud to bring these conversations to boys and men too, because male allies are vital to creating real change.
Through partnerships with organisations like Dirt Is Good, we're able to create safe, inclusive environments where young people feel supported, build confidence and stay connected to the game they love. Together, we can create lasting opportunities that help more young people thrive."
Watch the Film
Watch the full film above to discover how education, open dialogue and practical support can help tackle stigma and keep more young people participating in sport.
Explore the full Game On series from 14 July at www.laureus.com/sport-for-good/game-on