The Bangladesh Football Federation (BFF) has officially entered into a strategic partnership with the skincare brand Glow & Lovely, designating it as the “Training and Growth Partner” for the Bangladesh National Women’s Football Team. This collaboration aims to support the athletic development and personal growth of female footballers over the next two years.
Partnership Details and Objectives
The formal partnership was announced during a signing ceremony held last Wednesday at the Radisson Blu Hotel in Dhaka. Under the terms of the two-year agreement, the brand will be integrated into the training and growth development programmes of the national team. Beyond athletic coaching, the partnership focuses on personal development training for the players.
Glow & Lovely, a brand under Unilever Bangladesh, has a history of initiatives aimed at female empowerment in both urban and rural areas. This partnership aligns with their philosophy of encouraging women to establish their own identities and pursue their careers with confidence. As part of the agreement, the brand’s logo will be prominently displayed on official practice and training equipment, training kits, and selected BFF-controlled communication channels.
Key Stakeholders and Leadership
The signing ceremony was attended by prominent figures from the footballing and corporate sectors, including:
Tabith Awal: President, Bangladesh Football Federation (BFF).
Zahin Islam: Head of Beauty and Wellbeing, Unilever Bangladesh Limited.
Fahad Karim: Vice-President, BFF.
National Players: Captain Afieda Khandaker, goalkeeper Yerzan Begum, and midfielder Umehla Marma.
| Feature | Details |
| Partner Brand | Glow & Lovely (Unilever Bangladesh) |
| Official Title | Training and Growth Partner |
| Duration | 2 Years |
| Primary Focus | Training equipment, growth development, and kit branding |
| National Team | Bangladesh Senior Women’s National Football Team |
Official Statements
Zahin Islam, representing Unilever Bangladesh, noted that the brand has long been dedicated to the development of women’s talent. He expressed hope that providing support as a Training and Growth Partner for the next two years would allow these footballers to serve as inspirations for future generations.
Tabith Awal, BFF President, emphasised the importance of brand association and the recognition of female talent. He remarked that the synergy between the brand and the team would help the players become significant ambassadors for Bangladesh on the global stage. BFF Vice-President Fahad Karim added that the partnership serves as a source of encouragement for both current and aspiring footballers.
Current Status and Recent Successes
The national team is currently enjoying a period of historic success. Bangladesh secured the SAFF Women’s Championship titles consecutively in 2022 and 2024. Furthermore, in March, the team participated in the final round of the AFC Women’s Asian Cup in Australia for the first time.
National team captain Afieda Khandaker acknowledged the significance of this being the first partnership of such a scale for the team. She noted that the support would be instrumental as the team prepares for the upcoming SAFF Championship, where they have the opportunity to secure a “hat-trick” of titles.
The squad is presently in Bangkok undergoing preparations for the eighth SAFF Women’s Championship. Following their training camp in Thailand, the team is scheduled to travel to Goa, India, on 21 May.