In a landmark deal signifying “Visibility Matters,” the London City Lionesses, the only fully independent team in the Barclays Women’s Super League (WSL), have announced a groundbreaking jersey partnership with Togethxr, the women-athlete-owned media and commerce company co-founded by soccer star Alex Morgan. This collaboration marks a historic moment, with Togethxr’s powerful slogan, “Everyone Watches Women’s Sports,” emblazoned on the front of the Lionesses’ 2025/26 Nike kit. This first-of-its-kind alliance places a women-athlete-led brand at the forefront of a professional women’s sports team.
Key Players in the Game
Several key figures and organizations are central to this groundbreaking agreement. The London City Lionesses, recently promoted to the WSL, bring their ambition and independent spirit to the partnership. Togethxr, the media and commerce powerhouse founded by Alex Morgan, Sue Bird, Simone Manuel, and Chloe Kim, provides the vision and the message. Michele Kang, Founder and CEO of Kynisca, the multi-club ownership group that includes the Lionesses, was instrumental in bringing this partnership to fruition.
A Partnership Beyond Sponsorship
This collaboration between the London City Lionesses and Togethxr transcends a traditional sponsorship arrangement. The 2025/26 season will see the Lionesses’ Nike kit proudly displaying Togethxr’s message, “Everyone Watches Women’s Sports.” According to official announcements from London City Lionesses, this is a commitment to increased visibility, compelling storytelling, and fostering a global community around women’s football.
Timeline of a Movement
The partnership was recently announced, with the new 2025/26 Nike kit scheduled to debut on September 6. This date coincides with the London City Lionesses’ inaugural WSL match against Arsenal at Emirates Stadium. The “Everyone Watches Women’s Sports” movement, originating as a merchandise line and trend launched by Togethxr, gained traction in December 2023. According to Sports Business Journal, it generated $6 million in revenue in 2024. Togethxr itself was founded in 2021 by the four prominent female athletes.
Global Reach, Local Impact
This deal bridges continents, connecting the London-based London City Lionesses with the U.S.-based Togethxr. The impact of this partnership will be felt on pitches across England, beginning with the WSL debut at Emirates Stadium. The visibility gained from this high-profile match will amplify the message and reach a broader audience.
Why This Partnership Matters
This collaboration is fueled by shared values and a mutual desire to disrupt and elevate women’s sports. Both the London City Lionesses, founded to revolutionize football, and Togethxr, established to transform sports media, are united in their mission to amplify women’s athletic achievements and grow the game. Alex Morgan, as stated on Togethxr’s official website, emphasized that the partnership aims to “reaffirm that the future of women’s sport is here. It is global and it is inevitable.” The alliance also aligns with a commitment to empowerment, inclusivity, and forward-thinking design, showcasing the limitless potential of women athletes.
Impacting the Landscape: “Visibility Matters”
By placing “Everyone Watches Women’s Sports” on the front of the Lionesses’ jerseys, the partnership is making a powerful statement, pushing the boundaries of traditional sports sponsorships. It aims to enhance the visibility, recognition, and support for women athletes worldwide. The Lionesses’ independent spirit and their drive to reinvent women’s football perfectly complement Togethxr’s disruptive mission. As reported by L Football, this strategic alliance is expected to accelerate the growth of women’s football by fostering a larger, more engaged global fanbase and promoting rich storytelling around female athletes. The prior success of Togethxr’s merchandise demonstrates the resonance of their message and the potential for this partnership to further impact the landscape of women’s sports. According to Inc., Togethxr’s approach to content and commerce has resonated deeply with audiences, leading to rapid growth and influence.
Conclusion
The London City Lionesses’ jersey deal with Togethxr represents more than just a sponsorship; it’s a powerful statement about the growing importance and visibility of women’s sports. By showcasing the “Everyone Watches Women’s Sports” slogan, this partnership aims to inspire a global audience, drive greater engagement, and ultimately, accelerate the advancement of women’s football and athletics as a whole. The shared vision and commitment of both organizations position this collaboration as a catalyst for lasting change in the sports landscape.
