Nike signs record-breaking front-of-shirt deal with London City Lionesses ⚽
Nike has become the front-of-shirt sponsor of London City Lionesses in a multi-year deal worth more than $4 million, the largest women's-only front-of-shirt deal ever signed and, according to owner Michele Kang, higher than the shirt deals of some Premier League men's clubs. The deal also extends Nike's kit contract with the club through to 2032, with the new shirts featuring an image of the Greek goddess Nike. London City are the only WSL club with an independent front-of-shirt sponsor, all others sharing theirs with their men's teams.
“I can absolutely confirm that this is the largest women-only front-of-shirt deal. It is higher than the Atlanta number […] it is higher than some of the men's Premier League front-of-shirt deals. It's huge. That's why it's landmark."
— Michele Kang, Owner, London City Lionesses
Deloitte partners with Billie Jean King to build the next generation of women's sport leaders 🎾
Deloitte and Billie Jean King have announced a formal collaboration to advance the future of women's sport, announced on stage at King's Power of Women's Sports Summit in New York. The partnership will focus on three areas: growing strong leaders through sport, powering the business of women's sport, and connecting key players across the marketplace.
"Sport is one of the most powerful leadership accelerators, and the evidence is clear: the skills built in competition are the same ones that make exceptional leaders. At the very moment women's sports is breaking records, too much of that potential is being left on the field. Together, we can help keep the pipeline of future leaders full, from the youth level all the way to the boardroom."
— Lara Abrash, Chair, Deloitte US
Lidl extends Katie Taylor partnership with major RTÉ broadcast sponsorship 🥊
Lidl has signed a multi-platform media sponsorship with RTÉ around Katie Taylor's final fight against Flora Pili at Croke Park on 5 September, covering live broadcast on RTÉ2 and RTÉ Player, radio coverage on 2FM, digital takeovers across RTÉ.ie, and outside broadcasts from Lidl stores ahead of the fight. The deal, brokered by EssenceMediacom, extends Lidl's "In Katie's Corner" platform and deepens its decade-long association with women's sport in Ireland alongside its LGFA partnership.
“Katie Taylor’s return to Croke Park for her final fight is a moment of huge significance, not just for Irish sport but for audiences at home, as they tune in to see one of our greatest ever sporting heroes in action. Lidl’s support helps us to deliver this unforgettable event to Irish audiences live and free-to-air.”
— Gavin Deans, Commercial Director, RTÉ
Liverpool FC Women get increased focus in renewed EA Sports FC decade-long partnership 🎮
Liverpool FC has extended its partnership with EA Sports FC for another decade, with a notable new development: LFC Women will receive significantly increased content and gaming integration. The renewed deal includes EA Sports FC content featuring the women's team and AXA Melwood Training Centre, new fan activations around LFC Women's Merseyside derby on 27 September, and dedicated coverage in FC 27.
"We’re delighted to continue our relationship with EA SPORTS and extend a partnership that will now span more than a decade. An important part of that is the increased focus on Liverpool FC Women. We want our partnerships to represent the whole club, and we’re looking forward to working with EA SPORTS to create more content and experiences around the women’s team."
— Ben Latty, Chief Commercial Officer, LFC
Sportdigital extends WSL media rights deal for 2026/27 season 📺
German sports broadcaster Sportdigital has renewed its Women's Super League media rights for the 2026/27 season, following its first-ever deal with the WSL in September 2025. The extension covers 182 WSL fixtures across Sportdigital1+ and the Sportdigital+ streaming app, plus all matches of the Players Cup knockout competition featuring all 23 WSL and WSL2 clubs. Managing Director Bendix Eisermann cited the signing of Alexia Putellas by London City and the presence of German internationals as key commercial drivers behind the renewal.
“The move of Alexia Putellas to the BWSL, among other things, shows the high regard the league now enjoys. In addition, there are numerous German national team players whom we can continue to showcase to our viewers every week. We recognize a high demand for top-level women's football in our programming and therefore worked hard to extend the broadcasting rights for another season.”
— Bendix Eisermann, Managing Director, Sportdigital
Mastercard becomes primary sponsor of Inter de Bogotá Women in Colombian football first ⚽
Mastercard has entered Colombian football for the first time as primary shirt sponsor of Inter de Bogotá, covering both the men's and women's squads through December 2027 with a one-year extension option. For the women's team, competing in the Liga Femenina BetPlay, the deal marks one of the most significant global brand commitments to women's football in Colombia to date. The activation strategy centres on Mastercard's "Priceless" fan experience platform at matchdays. Inter de Bogotá was established in late 2025 as successor to Club Deportivo La Equidad following an ownership overhaul by NX Football, whose portfolio also includes Club Necaxa and Swansea City.
