London City Lionesses will make history on Saturday when they wear the slogan ‘Everyone Watches Women’s Sports’ on the front of their shirts for their opening match in the Women’s Super League against Arsenal.
In what club owner Michele Kang says is a “powerful statement”, this will be the first time a company led by female athletes will be the shirt sponsor for a professional women’s sports team.
London City have partnered with media company Togethxr – founded by sportswomen including American two-time World Cup winner Alex Morgan.
Togethxr’s ‘Everyone Watches’ brand has partnered with tennis players Aryna Sabalenka and Qinwen Zheng at the US Open.
The company was founded by Morgan, four-time WNBA winner Sue Bird, Olympic gold medal-winning swimmer Simone Manuel and Chloe Kim – the youngest woman to win Olympic snowboarding gold.
London City are the first fully independent side to play in the WSL following their promotion from the Championship last season.
“London City Lionesses was founded to reimagine women’s football – to be bold, independent, and drive women’s football forward,” said Kang.
“Seeing ‘Everyone Watches Women’s Sports’ on our kit is a powerful statement and we look forward to starting influential conversations that progress women’s sport.”
Kang, whose Kynisca Sports International group also owns Washington Spirit and OL Lyonnes, has invested heavily in London City since her takeover in December 2023.
As well as new training facilities,15 players have been signedthis summer, including England forward Nikita Parris, Netherlands midfielder Danielle van de Donk and Italy defender Elena Linari.
Ben Haines, Ellen White and Jen Beattie are back for another season of the Women’s Football Weekly podcast. New episodes drop every Tuesday on My Newspaper Sounds, plus find interviews and extra content from the Women’s Super League and beyond on theWomen’s Football Weekly feed
