In a significant development for women's football, London City Lionesses owner Michelle Kang has revealed that the club's new shirt sponsorship agreement with Nike is the largest in the sport's history. This deal surpasses even those of some Premier League teams, marking a pivotal moment for the Lionesses and the women's game as a whole.
Kang, who acquired the club in December 2023, confirmed the magnitude of the sponsorship during an interview with BBC Sport, stating, "I can absolutely confirm that this is the largest women only front of shirt deal. It is higher than the Atlanta number." The reference to the 'Atlanta number' pertains to the anticipated shirt deal for the upcoming National Women’s Soccer League (NWSL) franchise in Atlanta, which is expected to be worth approximately $4 million (£2.96 million). This figure has been noted as comparable to deals made by new Premier League entrants and exceeds those of many clubs in the Championship.
This announcement comes on the heels of a transformative summer for London City, which has seen the club bolster its roster with high-profile signings. Among the new additions are two-time Ballon d'Or winner Alexia Putellas and Spanish defender Mapi Leon, both from FC Barcelona, alongside former England goalkeeper Mary Earps and Lyon winger Kadidiatou Diani. These acquisitions reflect the club's ambition to compete at the highest levels of women's football.
Kang emphasized the significance of the sponsorship, stating, "There are so many other people who believe in the future of women's football. They didn’t make this decision lightly - they did not write a charity cheque. They believe in the future and they believe together we will invest and build this future together." This sentiment underscores a growing recognition of the potential and importance of women's sports in the global marketplace.
Unlike other clubs in the Women’s Super League (WSL), which typically share shirt sponsors with their men’s teams, London City stands out as the only independent women’s club in England’s top flight. This unique position allows them to establish their own identity and pursue sponsorships that reflect their ambitions.
Since taking over, Kang has made significant investments to elevate London City within the WSL, where they finished sixth last season. Her ownership extends beyond England, as she also owns Lyon in France and Washington Spirit in the United States, showcasing her commitment to developing women's football on multiple fronts.
As the Lionesses prepare to host Manchester United in their opening match of the Women’s Super League season on Friday, with over 5,400 tickets already sold for the fixture at the Copperjax Community Stadium in Bromley, the excitement surrounding the club is palpable. Kang's long-term vision for London City aims to position the club among the elite in women's football, with aspirations to achieve sustained success.
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