On September 4 (CEST), according to The Guardian, London City Lionesses of the Women's Super League (WSL) signed a record sponsorship agreement with Nike for shirt front placement, setting a new record for the largest sponsorship deal in women's football history.

According to American owner Michelle Kang, this is the largest sponsorship deal of its kind in women's football history.

While the specific terms and value of the contract have not been officially announced, insiders describe it as a "game-changing moment". Kang stated that the sponsorship value even exceeds shirt sponsorship deals of some Premier League clubs.

This Friday, London City Lionesses will face Manchester United in their opening match of the WSL season. This is only their second season in the top flight. However, they made waves in the summer transfer window by signing several top stars, including former Ballon d'Or winner Alexia Putellas, former England goalkeeper Mary Earps, and Putellas's former Barcelona and Spain teammate Mapi León.

According to previous reports, the largest shirt sponsorship deal in women's football was Atlanta's contract with their new NWSL team launching in 2028, worth approximately $4 million annually. However, Michelle Kang stated directly in an interview: "I can definitively confirm that this is the largest shirt sponsorship deal in women's football, and the amount has already surpassed Atlanta's deal."

"I can also say that this sponsorship is worth more than shirt sponsorship deals for some Premier League clubs. This is a significant investment, and that's why it's such a landmark moment. So many people are genuinely optimistic about the future of women's football. Nike's decision was absolutely not rushed; this is not charity. They see the potential in women's football and believe they can invest alongside us and build the future together."

This agreement will significantly improve London City Lionesses' financial position. The club's latest financial report shows that in the 2024-25 season, following their promotion to the top flight, their annual revenue was only £902,000, while their operating loss exceeded £10 million for the same period—meaning losses were more than ten times their revenue.

Their substantial summer signings had previously raised external questions: how could the club afford such high expenditure under salary constraints? According to WSL regulations, club spending on player wages cannot exceed 80% of relevant revenue plus a maximum of £4 million in owner investment. Clearly, with this Nike sponsorship, the club's annual revenue will increase significantly compared to previous seasons.

Nike's strong valuation reflects the enormous social media following of the club's new star signings—Putellas alone has 3.4 million social media followers, while Earps and León also have substantial followings. Putellas helped Spain win the 2023 World Cup and has won the Champions League four times with Barcelona. The Spanish superstar announced the club's Nike sponsorship deal on her personal social media on Thursday.

Переведено ИИ.

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