London City Lionesses secure record Nike shirt sponsorship deal in women's football
Quick Look
- London City Lionesses owner Michelle Kang announced the club's new front-of-shirt sponsorship deal with Nike is the largest in women's football, surpassing the reported $4m deal for Atlanta's upcoming NWSL franchise and exceeding some Premier League sides' agreements.
- The deal follows high-profile signings including Alexia Putellas, Mapi Leon, Mary Earps, and Kadidiatou Diani.
AI-generated summary
Why It Matters
London City Lionesses have made significant investments in player talent this summer, signing high-profile athletes including Ballon d'Or winner Alexia Putellas and England goalkeeper Mary Earps, positioning the club for competitive growth in women's football.
London City Lionesses owner Michelle Kang says her club's new shirt sponsorship deal with sports brand Nike is the largest in the women's game - and worth more than those of some Premier League sides.
The current largest deal for a women's side is believed to be for the new National Women's Soccer League (NWSL) franchise in Atlanta, which is set to join the competition in 2028.
Atlanta's shirt deal is reportedly worth about $4m (£2.96m), a similar figure to that of new entrants to the Premier League and more than most Championship clubs.
"I can absolutely confirm that this is the largest women-only front-of-shirt deal," Kang told BBC Sport. "It is higher than the Atlanta number."
The news comes after a big summer for London City which has seen them sign two-time Ballon d'Or winner Alexia Putellas and Spain defender Mapi Leon from Barcelona, as well as ex-England goalkeeper Mary Earps and Lyon winger Kadidiatou Diani.
What to Watch
AI outlook — possibilities, not facts
London City Lionesses will use increased sponsorship revenue to further strengthen their squad and compete for major trophies
Likely · Within months
Other women's football clubs will seek to negotiate similar or larger sponsorship deals following this benchmark
Likely · Within months
Open Questions
- What is the exact financial value of the Nike sponsorship deal?
- How long is the sponsorship agreement term?
- How will the increased revenue be allocated between player wages, infrastructure, and youth development?
