Nike becomes London City Lionesses sponsor as well as kit partner in world record deal
Nike has extended its partnership with London City Lionesses to become the Women’s Super League club’s front-of-shirt sponsor as well as kit maker for a world record fee of over £3m.
The sponsorship is described as a multi-year deal and comes as Nike has also extended its kit contract with London City until 2032.
The club’s new shirts will feature an image of the Greek goddess Nike from which the sportswear giant takes its name and will be debuted in tonight’s WSL opener against Manchester United.
“London City is helping set a new standard for women’s football, on and off the pitch,” said the club’s owner, US billionaire Michele Kang.
“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.”
She told the BBC that the Nike sponsorsnip was the biggest in the women’s game and worth more than “some of the men’s Premier League front-of-shirt deals. It’s huge”.
London City Lionesses’ rise under Kang
London City are the only side in the WSL not attached to a club with a men’s team and Kang has bankrolled their rise from the second-tier.
Kang, who made her fortune in medical tech, also owns teams in France and the US and was the highest placed woman in Morning Wire’s inaugural Football Power List.
They have ambitious plans to qualify for the Champions League and this summer signed former Ballon d’Or winner Alexia Putellas from Barcelona.
Off the field, they are building a dedicated training centre for women’s football in Kent, with facilities to rival those of top men’s teams.
“Women’s football is shaping the future of football globally,” said Nike Football general manager Camilo Andrade.
“Our partnership with London City Lionesses reflects Nike’s long-term commitment to developing the game and creating more opportunities for the next generation of players and fans. We share London City’s vision to redefine what football can become.”