Nike has expanded its partnership with Women's Super League club London City Lionesses, becoming their front-of-shirt sponsor and kit partner in a multi-year deal reportedly worth over £3 million, a record for the women's game.
This record-breaking sponsorship deal signifies a major financial milestone for women's football, indicating growing commercial interest and investment in the sport and its clubs.
Nike has significantly expanded its relationship with the Women's Super League club London City Lionesses, agreeing to become the team's front-of-shirt sponsor in addition to its role as kit partner. This multi-year agreement is reported to be worth over £3 million, setting a new world record for sponsorship in women's football.
The extended partnership will see Nike's kit contract with the club run until 2032. The new kits will prominently feature an image of the Greek goddess Nike, the namesake of the sportswear brand, and are set to be debuted during the club's Women's Super League opener against Manchester United.
Michele Kang, the owner of London City Lionesses and a US billionaire, emphasized that the sponsorship signifies more than just branding on a shirt. She stated that Nike's commitment serves as powerful validation of the club's trajectory and the broader opportunities within women's football, aiming to redefine the sport through performance, culture, and community.
Camilo Andrade, Nike Football's general manager, echoed this sentiment, noting that women's football is shaping the future of the sport globally. He highlighted that the partnership with London City Lionesses underscores Nike's long-term dedication to advancing the game and creating opportunities for future generations of players and fans, aligning with the club's vision.