When it comes to defending, England and Chelsea footballer Millie Bright knows a thing or two. From safeguarding Chelsea’s Women’s Super League title eight times, to supporting England’s UEFA Women’s Euros team to uphold their champion streak – Bright now takes on her new role as Ultimate Defender in a partnership with Pronamel, the number one Dentist recommended brand for enamel erosion*.
The partnership comes not only as Bright prepares to represent Chelsea as a defender in the 2025/26 Women’s Super League season, but also as new research from Pronamel reveals concerning attitudes towards oral health amongst adult Brits‡.
The brand’s recent survey uncovered that 58 per cent of adult Brits surveyed do not think they ‘defend’ their teeth properly – often neglecting to brush them twice a day for the recommended two minutes with an appropriate toothpaste‡. This is having a direct impact on their self-esteem, with a further 88 per cent agreeing that their teeth are at least somewhat important when it comes to feeling confident‡.
With 97 per cent of adults showing evidence of erosive tooth wear1, the campaign spotlights Pronamel as enamel protection specialists – as enamel is the first line of defence against erosion and cavities.
Appearing across digital advertising, social and public relations campaigns, the partnership aims to promote education and awareness of the importance of defence when it comes to our enamel. The campaign comes at a particularly critical time when many patients are struggling to access dental care. In 2024, calls made to 111 NHS helpline regarding dental problems reached a record high of 1.2 million2.
Monica Michalopoulou, Marketing Director, Haleon UK & Ireland said: “While Millie may not be a dental expert, she understands the power of routine and resilience… and she’s one of the top defenders in the game. We are excited to be working with Millie Bright to open up the conversation that we hope will help not only educate people on the importance of defending your teeth but also help build confidence.”
“Enamel erosion often flies under the radar, as unlike gum disease and tooth sensitivity, it’s an invisible condition – so many of us are unaware that our enamel could be eroding, which can lead to cavities.”
Bright’s involvement in this campaign has become all the more poignant since research by University College London also found that moderate to severe levels of tooth wear was found in 15.5 per cent of academy footballers in the UK – including some players in the Women’s Super League. Plus, 31 per cent were found to have tooth decay3.
Riding the wave of England’s record-breaking UEFA Women’s EURO 2025 campaign, which saw a 14 per cent increase in in-person viewership since the previous tournament, the star defender hopes to shine a light on the importance of the everyday things the nation can do to protect themselves.
Bright’s dazzling career has taken her from the pitches of Killamarsh, Derbyshire as one of Chelsea FC Women’s most decorated defenders, to the global stage as captain of the England team during the 2023 Women’s World Cup. While preparing for the 2025/26 Women’s Super League Season, Bright’s latest partnership with Pronamel sees her taking on a different kind of ‘defender’ role – promoting the defence of enamel against erosion.
Speaking on their collaboration, Millie Bright said: “Defending – whether on or off the pitch – is second nature to me, but it’s something I continue to work hard at. Every day brings new challenges that I have to approach with confidence and resilience, and I know that doesn’t come easily for everyone. That’s why I hope my new collaboration with Pronamel encourages others to not only defend their teeth’s enamel but also build their confidence.”
“I’m excited to be partnering with Pronamel brand on The Ultimate Defenders* campaign. Everyone can be on their A game and be a defender every day.”
For more information on the benefits of Pronamel, please visit: https://www.sensodyne.com/en-gb/pronamel/
References
†Protection from sugar acids vs your mouth’s natural defences
*Pronamel is the No.1 dentist recommended brand for enamel erosion. Dentist Survey, UK, 2024. For verification: mystory.gb@haleon.com
‡Brand research was carried out online by Research Without Barriers (RWB), surveying 2,018 UK adults.
