London City shirt deal biggest in women's game - Kang

What the report says

London City Lionesses owner Michele Kang says the club has agreed what she describes as the biggest shirt sponsorship deal in women’s football, with Nike becoming front-of-shirt partner for the independent Women’s Super League side. BBC Sport reported that Kang said the agreement is larger than the previously reported benchmark deal tied to Atlanta’s new National Women’s Soccer League franchise, and she also suggested it exceeds some shirt deals seen at Premier League level.

Kang said the deal reflects a serious commercial bet on the women’s game rather than a charitable gesture. According to the BBC report, the partnership will also include community activation and support for research and development aimed at female athletes. London City are the only independent women’s club in England’s top flight, while most WSL teams share shirt sponsors with their men’s sides.

The announcement comes after a busy summer for London City, who have strengthened their squad with high-profile arrivals including Alexia Putellas, Mapi Leon, Mary Earps and Kadidiatou Diani. Kang, who bought the club in 2023, has positioned London City as an ambitious project with long-term plans to compete at the top of the women’s game.

The club open their WSL season against Manchester United on Friday at Copperjax Community Stadium in Bromley, where BBC Sport said a capacity crowd is expected.