Will London City’s New Shirt Make a Bold Statement?

On the final day of the last season, London City Lionesses achieved a significant milestone by securing promotion to the Women's Super League (WSL). This Saturday, they will further make history by donning shirts featuring the slogan 'Everyone Watches Women's Sports' for their inaugural match against Arsenal. This unique partnership with the media company Togethxr, founded by prominent female athletes, marks a pivotal moment in women's sports sponsorship.

Last updated: 05 October 2023 (BST)

Key Takeaways

• London City Lionesses will debut in the WSL with a unique shirt sponsorship.
• The slogan 'Everyone Watches Women's Sports' aims to promote women's sports visibility.
• Togethxr, founded by top female athletes, is the first female-led company to sponsor a professional women's sports team.
• London City is the first fully independent club in the WSL.
• The club has made significant signings to strengthen its squad for the new season.

A Historic Launch for London City Lionesses

As the London City Lionesses step onto the pitch for their match against Arsenal, they will not just be competing but also making a statement. The slogan 'Everyone Watches Women's Sports' emblazoned on their shirts signifies a growing movement towards increasing visibility and support for women's sports. This initiative comes at a time when female athletes are progressively gaining recognition and sponsorship opportunities that were once dominated by their male counterparts.

The Significance of the Partnership with Togethxr

Togethxr, co-founded by renowned athletes such as Alex Morgan, Sue Bird, Simone Manuel, and Chloe Kim, represents a powerful force in the promotion of women's sports. Their mission focuses on creating a platform where women's achievements in sports are highlighted and celebrated. By partnering with London City, they are not only sponsoring a team but also reinforcing the narrative that women's sports deserve equal attention and support.

A New Era for Women's Football

London City Lionesses are making strides as the first fully independent team to compete in the WSL. Their promotion from the Championship last season showcases the club's commitment to developing women's football. Club owner Michele Kang emphasises this vision, stating, "London City Lionesses was founded to reimagine women's football - to be bold, independent, and drive women's football forward." This independence allows them to create their own identity within the league and contribute to the overall growth of women's football.

Investments and Player Signings

Since Michele Kang took over in December 2023, London City has seen substantial investments aimed at enhancing their competitiveness in the WSL. The club has upgraded its training facilities and made significant player signings, including England forward Nikita Parris, Netherlands midfielder Danielle van de Donk, and Italy defender Elena Linari. These additions are expected to bolster the squad and provide a solid foundation for their campaign in the top tier of women’s football.

What to Expect from the Lionesses This Season

As London City embarks on this new journey in the WSL, expectations are high. The team is poised to challenge the status quo, aiming not just for survival in their debut season but also to carve out a place among the league’s elite. With a blend of experienced internationals and emerging talents, they possess the potential to make a substantial impact.

Challenges Ahead

While the excitement surrounding their promotion and the new sponsorship is palpable, London City Lionesses face several challenges. The WSL is known for its competitive nature, and establishing themselves as a formidable force will require consistent performance and adaptability. The club's management is aware of the hurdles and is committed to fostering a culture of success and resilience.

Supporting Women's Sports: A Collective Responsibility

The initiative to wear 'Everyone Watches Women's Sports' highlights the collective responsibility of fans, sponsors, and media to support women's sports. As the visibility of female athletes increases, so too does the expectation for equal treatment and recognition in the sporting world. The partnership between London City and Togethxr serves as a reminder that progress is possible when women unite to advocate for their sports.

Conclusion

As the London City Lionesses prepare for their historic match against Arsenal, their journey represents a broader movement towards equality in sports. Sponsorship by a female-led company like Togethxr not only empowers this team but also sets a precedent for future collaborations in women's sports. It is a moment to celebrate, but it also serves as a call to action for everyone involved in the sports community. How can you contribute to the visibility and support of women's sports in your local area?

#WomensFootball #LondonCityLionesses #Togethxr

FAQs

Who are the London City Lionesses?

The London City Lionesses are a women's football club based in London, competing in the Women's Super League (WSL) after earning promotion from the Championship.

What does the slogan 'Everyone Watches Women's Sports' mean?

The slogan aims to promote the visibility and recognition of women's sports, encouraging fans and sponsors to support female athletes and teams.

Who founded Togethxr?

Togethxr was founded by prominent female athletes, including Alex Morgan, Sue Bird, Simone Manuel, and Chloe Kim, to advocate for women's sports and media representation.

What is significant about the London City Lionesses' sponsorship deal?

This sponsorship is notable as it is the first time a company led by female athletes has sponsored a professional women's sports team, marking a shift in sponsorship dynamics.

What changes has Michele Kang made since taking over London City Lionesses?

Since her takeover, Kang has invested in new training facilities and signed several key players to enhance the team's competitiveness in the WSL.

What are the Lionesses' goals for the new WSL season?

The London City Lionesses aim to not only survive their debut season in the WSL but also to establish themselves as a competitive and influential team within the league.