London City Lionesses Partner with TOGETHXR in Historic First for Women’s Football Sponsorship

The London City Lionesses have once again underlined their reputation as trailblazers in English football. The club — the only independent, women’s-only side in the top two tiers — has unveiled a groundbreaking shirt partnership with TOGETHXR, the women-athlete-owned media and commerce company founded by Alex Morgan, Sue Bird, Simone Manuel, and Chloe Kim.

More than a sponsorship, the collaboration is being described as a movement. The club’s kit will feature TOGETHXR’s now-iconic slogan: “Everyone Watches Women’s Sports.”

This mirrors the Lionesses’ Euro campaign shirts, which bore the message “Everyone Watches the Lionesses” as part of a previous Nike and TOGETHXR collaboration. Once again, the slogan is intended to challenge perceptions and spark conversations about the visibility and value of women’s sport.

“London City Lionesses was founded to reimagine women’s football – to be bold, independent, and drive women’s football forward. Our partnership with TOGETHXR reflects that same goal and allows us to do it at pace. 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.”
— Michele Kang, Owner, London City Lionesses

This marks the first time a women-athlete-led brand has appeared on the front-of-kit of a professional women’s sports team. For Kang, it is a statement about identity as much as sponsorship: a female-led club partnering with a female-led company to redefine the commercial space of women’s football.

The influence of TOGETHXR is already visible across sport. Their “Everyone Watches” campaign has been featured at the US Open through partnerships with tennis stars Aryna Sabalenka and Qinwen Zheng, while the brand also works closely with the WNBA and NWSL. Earlier this year, the slogan-driven merchandise generated over $6 million in revenue, proving both its cultural and commercial impact.

Notably, the agreement with London City Lionesses is classified as a partnership rather than a traditional sponsorship. TOGETHXR is not paying for the logo placement but instead joining forces with the club to amplify shared values and create a broader conversation about women’s sport.

With Nike as the kit supplier and TOGETHXR on the front, London City Lionesses have made a powerful statement: their independence and vision extend beyond the pitch, setting a precedent for how women’s football can innovate in sponsorship and brand identity.