London City Lionesses TOGETHXR Kit Partnership: Landmark Deal Elevates Women’s Football in Barclays Women’s Super League
London City Lionesses has unveiled a significant front-of-kit partnership with TOGETHXR ahead of their debut season in the Barclays Women’s Super League during 2025-2026. This collaboration positions TOGETHXR as the featured brand on the team’s home, away, and training kits with the prominent message “Everyone Watches Women’s Sports™” displayed across the front. The agreement represents a historic moment in women’s sports sponsorships because it marks the first instance where a company led by female athletes appears on the front of a professional women’s sports team’s kit. Officials from both organizations have described this as a true partnership rather than a traditional sponsorship arrangement, which means TOGETHXR is not providing direct financial payment for the placement. The new kits will make their on-field debut on September 6, 2025, when London City Lionesses face Arsenal at the Emirates Stadium in their opening match of the Women’s Super League season.
Historical Background on London City Lionesses and Their Rise to the Women’s Super League
London City Lionesses traces its origins back to 2019 when the club was established as an independent entity focused solely on women’s football without affiliation to a men’s team. This structure sets it apart from most clubs in English women’s football leagues where many operate as extensions of established men’s sides. In December 2023, the club came under the ownership of Michele Kang, a prominent investor in women’s sports who also owns the Washington Spirit in the National Women’s Soccer League and Olympique Lyonnais Féminin in France. Under Kang’s leadership, London City Lionesses achieved promotion to the Barclays Women’s Super League in May 2025 after a dramatic 2-2 draw against Birmingham City in the Championship, securing the title on goal difference. This promotion made London City Lionesses the first fully independent women’s club to reach the top tier of English women’s football, highlighting a shift toward greater autonomy and investment in the women’s game. The club’s rapid ascent reflects broader trends in women’s football where increased funding and strategic management have accelerated competitive growth across leagues.
Overview of TOGETHXR: Founders, Mission, and Role in Women’s Sports Media
TOGETHXR operates as a media and commerce company dedicated to amplifying women’s sports through storytelling, merchandise, and community engagement. The organization was co-founded in 2021 by four renowned athletes: Alex Morgan from soccer, Sue Bird from basketball, Simone Manuel from swimming, and Chloe Kim from snowboarding. These founders bring extensive experience from their respective fields, with a collective mission to increase visibility for female athletes, challenge stereotypes, and drive revenue in women’s sports sectors. Jessica Robertson serves as the chief content officer, guiding the company’s content strategy to appeal to younger audiences like Generation Z and millennials. TOGETHXR’s slogan “Everyone Watches Women’s Sports™” has become a rallying cry for the growing popularity of women’s athletics, reflected in rising viewership numbers across global events. The company’s approach combines media production with commercial ventures, such as apparel lines, to foster sustainable economic models in women’s sports.
Details of the London City Lionesses TOGETHXR Kit Partnership Agreement
The partnership between London City Lionesses and TOGETHXR extends beyond mere branding to encompass shared goals of disrupting traditional narratives in sports media and football. Nike serves as the official kit manufacturer for London City Lionesses, providing the base designs for the home and away jerseys that now feature TOGETHXR’s messaging. This deal aligns with London City Lionesses’ identity as an innovative club, as evidenced by their choice to partner with an athlete-led brand rather than conventional corporate sponsors. Statements from key figures underscore the strategic fit: Michele Kang, owner of London City Lionesses, noted that the partnership embodies the club’s foundation to reimagine women’s football and initiate conversations that advance the sport. Alex Morgan, co-founder of TOGETHXR, emphasized the global inevitability of women’s sports growth and the mutual disruptive ethos of both entities. The absence of a specified duration in public announcements suggests flexibility for future expansions based on mutual success.
Key Figures and Milestones in the TOGETHXR London City Lionesses Collaboration
To provide a clearer understanding of the individuals and timeline driving this partnership, the following table outlines essential details drawn from established records in women’s sports history.
| Category | Details | Relevance to Partnership |
| TOGETHXR Founders | Alex Morgan (soccer), Sue Bird (basketball), Simone Manuel (swimming), Chloe Kim (snowboarding) | Bring athlete perspectives to media innovation |
| London City Lionesses Owner | Michele Kang, investor in multiple women’s clubs including Washington Spirit and Lyon | Drives independent growth in women’s football |
| Promotion Milestone | May 4, 2025: Secured WSL spot with 2-2 draw vs. Birmingham City | Enables high-profile deals like TOGETHXR |
| Kit Debut Date | September 6, 2025: vs. Arsenal at Emirates Stadium | Introduces branding to broad WSL audience |
| Slogan Featured | “Everyone Watches Women’s Sports™” | Promotes visibility in women’s athletics |
| Kit Manufacturer | Nike, announced as partner in July 2025 | Provides quality base for branded jerseys |
This table illustrates the foundational elements that make the partnership a milestone in women’s football sponsorship trends.
Analytical Insights into the Impact on Barclays Women’s Super League and Women’s Sports
The TOGETHXR London City Lionesses kit partnership contributes to evolving sponsorship dynamics within the Barclays Women’s Super League, where clubs increasingly seek alignments that resonate with social causes and audience demographics. Analysis of similar deals shows that athlete-led initiatives like this one enhance brand authenticity, potentially increasing fan engagement by 20-30 percent based on viewership data from recent WSL seasons. For London City Lionesses, entering the WSL as newcomers, this partnership provides immediate visibility in a league dominated by established teams like Chelsea and Manchester City. Broader implications include boosted merchandise sales through TOGETHXR’s commerce arm, as fans respond positively to empowering messages on kits. Social media reactions, including posts from influencers and official accounts, indicate widespread approval, with engagement metrics showing thousands of likes and shares within days of the announcement. This move also aligns with global trends where women’s sports sponsorships have grown by over 50 percent since 2020, driven by increased media coverage and investor interest.
Comparison of Women’s Super League Kit Partnerships and Sponsorship Trends
Examining comparable partnerships in the Women’s Super League offers perspective on how the TOGETHXR deal stands out. The table below compares key aspects across selected clubs, highlighting differences in sponsor types and focuses.
| Club Name | Kit Partner/Sponsor | Type of Deal | Key Message or Focus | Year Introduced |
| London City Lionesses | TOGETHXR (front), Nike (manufacturer) | Partnership (non-financial) | Empowerment and visibility in women’s sports | 2025 |
| Arsenal Women | Adidas (manufacturer), Emirates (front) | Traditional sponsorship | Global branding and airline promotion | 2019 |
| Chelsea Women | Nike (manufacturer), Three (front) | Corporate sponsorship | Telecommunications and connectivity | 2020 |
| Manchester City Women | Puma (manufacturer), Etihad (front) | Airline sponsorship | Travel and international reach | 2013 |
| Manchester United Women | Adidas (manufacturer), TeamViewer (front) | Tech sponsorship | Software and collaboration tools | 2021 |
This comparison reveals that while most WSL clubs rely on corporate sponsors from industries like aviation or technology, London City Lionesses’ choice of an athlete-led media company introduces a fresh, mission-driven approach to kit partnerships.
Broader Implications for Women’s Football Development and Future Prospects
The London City Lionesses TOGETHXR kit partnership signals a maturing ecosystem in women’s football where collaborations emphasize cultural impact alongside commercial value. As the Barclays Women’s Super League expands its broadcast reach, with Sky Sports committing to air 90 percent of matches in the 2025-2026 season, such deals amplify exposure for emerging clubs. For TOGETHXR, associating with a promoted team like London City Lionesses extends their brand’s reach into European markets, potentially influencing similar initiatives in other leagues. Analysts project that this could encourage more athlete-founded companies to enter sports sponsorships, fostering diversity in revenue streams for women’s teams. Overall, the partnership underscores the increasing professionalization of women’s football, where independent clubs like London City Lionesses play a pivotal role in driving innovation and inclusivity across the sport.