London City Lionesses Nike deal tops women's shirt sponsorships
London City Lionesses have sealed a multi-year Nike front-of-shirt sponsorship that owner Michele Kang says is the largest women-only shirt deal in football, topping Atlanta's reported $4m (£2.96m) NWSL benchmark and even some men's Premier League sponsorships, with the new kit set to debut against Manchester United.
Key Takeaways
- Michele Kang says the Nike front-of-shirt deal is the biggest women-only sponsorship in the game.
- City AM reports a multi-year fee of over £3m, with Nike remaining kit partner through 2032.
- Shirts feature the Greek goddess Nike and debut in the Women's Super League opener versus Manchester United.
- London City Lionesses are the only fully independent club in England's top flight.
- The package also covers community activation and research for female athletes.
What did Michele Kang say about the Nike deal?
Speaking to BBC Sport, Kang said she can "absolutely confirm" the agreement is the largest women-only front-of-shirt deal and that it is "higher than the Atlanta number." She also said it exceeds some men's Premier League front-of-shirt deals, calling the moment "huge" and "landmark."
Kang framed Nike's move as commercial belief, not charity. "They didn't make this decision lightly — they did not write a charity cheque," she said, arguing partners want to "invest and build this future together."
Nike Football general manager Camilo Andrade said the partnership reflects a long-term commitment to women's football and to creating more opportunities for the next generation of players and fans.
How big is the London City Lionesses sponsorship?
Exact terms have not been fully published by the club. City AM reported a world-record fee of over £3m for Nike becoming front-of-shirt sponsor as well as kit maker, describing the sponsorship as multi-year while the kit contract runs to 2032.
BBC Sport noted the previous high watermark for a women's side is believed to be the Atlanta NWSL expansion franchise's reported shirt deal of about $4m (£2.96m). Kang says London City's figure sits above that benchmark.
New shirts carry an image of the Greek goddess Nike, the figure that inspired the brand's name, rather than a conventional sponsor logo alone.
Why does an independent WSL club's record deal matter?
Unlike every other Women's Super League club, London City Lionesses do not share a men's-team parent or a shared shirt sponsor. Their record claim applies to independent women's clubs, and they remain the only such side in England's top flight.
Kang bought the club in December 2023, funded a climb into the WSL, and watched them finish sixth last season. A heavy summer recruitment drive brought in Ballon d'Or winner Alexia Putellas and defender Mapi Leon from Barcelona, plus Mary Earps and Kadidiatou Diani.
Beyond branding, BBC Sport reported the deal includes community activation and support for research and development for female athletes. For more quirky sports and culture headlines, browse Bizarre World.
London City host Manchester United in the WSL season opener on Friday at 19:00 BST at the Copperjax Community Stadium in Bromley, with more than 5,400 tickets sold for a capacity crowd as the Nike front-of-shirt branding makes its competitive debut.