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London City shirt deal biggest in women’s game – Kang
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London City Lionesses owner Michele 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.
“I can absolutely also 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.”
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.
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Kang added: “There are so many other people who believe in the future of women’s football. They didn’t make this decision lightly – they did not write a charity cheque. They believe in the future and they believe together we will invest and build this future together.”
All Women’s Super League clubs apart from London City share shirt sponsors with their men’s teams.
London City’s record is only for independent women’s clubs, of which they are the only one in England’s top flight.
Kang took over London City in 2023 and has shaken up the WSL, spending heavily to get the team to the top flight. They then finished sixth in the division last year.
She also owns Lyon in France and Washington Spirit in the United States.
London City host Manchester United in the first match of the Women’s Super League season on Friday (19:00 BST) and will have a capacity crowd at the Copperjax Community Stadium in Bromley, with over 5,400 tickets sold for the match.
Kang has previously told BBC Sport she has long-term ambitions of bringing success to the club and they “have an aspiration to be at the top of the game”.
