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Tom Garry

Tom Garry

On the eve of the new WSL season, London City Lionesses have done their biggest deal to date…

London City Lionesses have announced a landmark multi-year front-of-shirt partnership with Nike. Photograph: London City Lionesses

The Women’s Super League club London City Lionesses’ new front-of-shirt sponsorship deal with Nike is the largest in the women’s game, according to their American owner, Michele Kang.

It has been reported that the largest current front-of-shirt sponsorship deal for a women’s football team is an approximately $4m per year agreement reached by the new NWSL franchise in Atlanta – who will begin competing in 2028, but Kang told BBC Sport: “I can absolutely confirm that this is the largest women-only front-of-shirt deal. 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 is landmark. There are so many other people who believe in the future of women’s football. They [Nike] 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.”

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