London City Lionesses have secured a multi-year front-of-shirt partnership with Nike. Owner Michelle Kang confirmed the agreement is the largest women-only front-of-shirt deal, surpassing the value of several men’s Premier League deals and outstripping the NWSL’s Atlanta expansion franchise.
Michelle Kang Announces Record Nike Partnership for London City
The multi-year front-of-shirt partnership represents an expansion of an existing relationship between the Women’s Super League club and the sportswear giant. Portland-based Nike already served as the official kit supplier for London City Lionesses ahead of their debut season in the top flight. Under the new agreement, the company name will occupy the primary position on the jersey, marking an unusual commercial move for a brand whose logo typically appears without its wordmark in primary shirt placements.
Club owner Michelle Kang confirmed the financial significance of the arrangement during interviews with sports outlets. I can absolutely confirm that this is the largest women-only front-of-shirt deal,
Kang told BBC Sport.
“I can absolutely share that it is higher than some of the men’s Premier League front-of-shirt deals. It’s huge. That’s why it’s landmark.”
Michelle Kang, Owner, London City Lionesses
Financial Scale and Comparison to NWSL and Premier League Deals
While precise financial figures for the Nike arrangement were not disclosed by the club, Kang positioned the agreement against other prominent commercial properties across global soccer. The previous benchmark for women’s soccer shirt sponsorships belonged to the NWSL expansion franchise in Atlanta, which is slated to join the competition in 2028. Atlanta secured a seven-year, $28 million agreement with Aflac, averaging roughly $4 million (£2.95m to £2.96m) annually. Kang stated that the London City agreement surpasses that figure while exceeding select men’s Premier League front-of-shirt valuations.
The deal arrives during a turbulent commercial summer for the Premier League itself. Following a voluntary club vote in 2023, the 20 clubs instituted a ban on gambling sponsors appearing on the front of match shirts for the current season. That departure eliminated a sector that previously generated a combined sum of up to £100million across 11 clubs, forcing teams to scramble for replacements across finance, technology, and international partnerships. While agencies like WH Sports forecast a 20 per cent net loss during the transition away from betting brands, top-tier clubs like Aston Villa navigated the shift by securing £17m to £20m annually with Visit Rwanda. Against this shifting male-dominated landscape, London City’s independent commercial growth highlights a contrasting trajectory for women-only athletic properties.
Building a Sustainable Business Model Independent of Men’s Clubs
Kang acquired London City in December 2023 when the squad competed in England’s second tier. The team secured promotion to the WSL by winning the Women’s Championship at the conclusion of the 2024-25 season, establishing themselves as the first fully independent women’s club without a men’s team affiliation to reach the top division.
The club’s rapid transformation coincides with aggressive roster additions, including Ballon d’Or winner Alexia Putellas, Spain defender Mapi Leon, goalkeeper Mary Earps, and winger Kadidiatou Diani. Kang oversees an international portfolio that includes the NWSL’s Washington Spirit and French side OL Lyonnes under the Kynisca umbrella, alongside a $10 million investment in U.S. Soccer programs.
“If we want to pay players what they’re worth, we have to generate revenue. You can’t rely on charity checks. The business has to be sustainable, and that revenue flows back into player salaries, infrastructure and staff.”
Michelle Kang, Owner, London City Lionesses
The Nike partnership succeeds previous commercial milestones for the club, including a prominent arrangement last season with TOGETHXR—the media and e-commerce platform co-founded by Alex Morgan, Sue Bird, and Chloe Kim. That collaboration utilized the Everyone Watches Women’s Sports
slogan on match kits, driving record merchandise sales and international exposure before handing the primary real estate over to Nike for the upcoming campaign.
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