Nike Secures Landmark Front-of-Shirt Sponsorship with London City Lionesses

London City Lionesses have signed a multi-year front-of-shirt partnership with Nike, the first such agreement for the sportswear giant with an independent women’s club. The deal expands Nike’s existing role as the club’s kit supplier and will place the Nike logo on the most visible part of the jersey. The branding is scheduled to debut when London City face Manchester United on September 4, 2026 at 19:00.

LONDON CITY LIONESSES AND NIKE ANNOUNCE LANDMARK MULTI-YEAR DEAL New York Times

Owner Michele Kang acquired the club in December 2023, when it was still in England’s second division. Under her leadership the Lionesses won the Women’s Championship in the 2024-25 season and became the first fully independent women’s team to reach the Women’s Super League (WSL). Kang’s multi-club organization Kynisca, launched in 2024, also owns the NWSL’s Washington Spirit and France’s OL Lyonnes, and has invested $10 million in U.S. Soccer’s women’s programs. Prior to the Nike deal, the club’s front-of-shirt sponsor was TOGETHXR, a media and e-commerce venture founded by Alex Morgan, Sue Bird and Chloe Kim, whose “Everyone Watches Women’s Sports” slogan helped drive record shirt sales.

New York TimesLONDON CITY LIONESSES AND NIKE ANNOUNCE LANDMARK MULTI-YEAR DEAL

For reference, Atlanta’s seven-year, $28 million agreement is widely cited as the richest jersey sponsorship in women’s sport.

New York Times

Kang emphasized that the partnership reflects a shared vision for the future of women’s football and underscores the growing commercial value of the game. She argued that sustainable revenue is essential to fund player salaries, infrastructure and staff, rejecting reliance on charitable contributions. Nike Football General Manager Camilo Andrade highlighted the brand’s long-term commitment to developing women’s football globally and described the collaboration as a validation of the club’s trajectory and the broader opportunities across the women’s game.

LONDON CITY LIONESSES AND NIKE ANNOUNCE LANDMARK MULTI-YEAR DEAL

• “There was a shared passion and vision,” — City Lionesses. Michele Kang, Owner of London City and Founder of Kynisca

New York Times

• “The number is actually even higher than some of the Premier League men’s teams’ front-up shirt deals,” — City Lionesses. Michele Kang, Owner of London City and Founder of Kynisca

New York Times

• “This isn’t just good for London City. It’s good for women’s football because it reflects the growing commercial value of the game,” — City Lionesses. Michele Kang, Owner of London City and Founder of Kynisca

New York Times

• “If we want to pay players what they’re worth, we have to generate revenue,” — City Lionesses. Michele Kang, Owner of London City and Founder of Kynisca

New York Times

• “Nike’s commitment is powerful validation of where the club is headed and of the opportunity across the women’s game. This partnership is about more than a logo on our shirt. Together, we will continue raising standards for our players while connecting performance, football, culture, creativity and community in new ways.” — Nike Football General Manager

LONDON CITY LIONESSES AND NIKE ANNOUNCE LANDMARK MULTI-YEAR DEAL