‘Everyone Watches Women’s Sports’ makes statement with London City Lionesses shirt deal

 
In a move reflecting the rapid evolution of women’s football, London City Lionesses have partnered with Togethxr, the appareil brand founded by former USWNT forward Alex Morgan, WNBA legend Sue Bird, Olympic swimmer Simone Manuel, and snowboarding champion Chloe Kim. From this season, the Lionesses’ kits will bear the slogan ‘Everyone Watches Women’s Sports’.

Bird said the phrase as a response to online commentators who say ‘Nobody watches women’s sports’.

For London City, the only Women’s Super League (WSL) side not tied to a Premier League club, the partnership feels more than a brand placement. Owner Michele Kang, who also owns the Washington Spirit in the National Women’s Soccer League (NWSL) and OL Lyon in France, described it as a natural step in the club’s mission to be bold, and progressive. “Seeing ‘Everyone Watches Women’s Sports’ on our kit is a powerful statement,” Kang said. “We look forward to starting influential conversations that progress women’s sport.”

Togethxr has already proven its reach. Since its 2023 launch, the ‘Everyone Watches Women’s Sports’ collection has generated $6 million in revenue, with celebrities like Jason Sudeikis and Steph Curry publicly sporting the message. By joining forces with London City, the company extends its influence beyond merchandise into one of Europe’s most competitive football leagues.

Alex Morgan framed the deal, saying: “We’re joining forces to reaffirm that the future of women’s sports is here. It’s global, and it’s inevitable. London City Lionesses were born to disrupt football, and Togethxr was born to disrupt sports media.”

“She (Alex Morgan) has led the way in thinking about how athletes engage with the brands they work with, and if it will feel real to the audience,” said Emily Sisson, senior vice president of sponsorships, athlete and partner marketing at OneTeam Partners. “When it comes to partnerships with women and women athletes, I do think that the most successful ones are the ones that are truly the most natural for the women to engage with daily. Alex wrote the playbook when it comes to that.”

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