The names just kept coming, one after the other: Alexia Putellas, a two-time Ballon d'Or winner; Mary Earps, named the best women's goalkeeper by FIFA in 2022 and 2023; Mapi Leon, a four-time Champions League winner; and Kadidiatou Diani, who has earned more than 100 caps for France.
But how are the London City Lionesses, owned by American businesswoman Michele Kang, complying with the Women's Super League's financial rules to pay these big-name players?
Invest before revenue.
Kang, a Korean-American businesswoman, bought the club in 2023, helping them win promotion to the WSL in 2025. Finishing sixth in their debut top-flight season was respectable, but this summer, they have gone big. London City have splashed out on star players — albeit mostly on free transfers — for two reasons: they want to qualify for the Champions League and increase their revenue as soon as possible.
Earnings have to rise so they can afford to pay this set of players. London City are banking on marquee names attracting larger sponsorship deals and a new fanbase that will increase revenue down the line. On Thursday they announced a first-of-its-kind multi-year front-of-shirt partnership with Nike. The financial terms of the deal were not disclosed. Kang, however, said the value exceeds some Premier League men's teams' shirt deals and the $4million (£2.9 m) annual value of the NWSL's Atlanta expansion franchise's recent front-of-shirt agreement, believed to be the wealthiest jersey sponsorship in women's sports.
#city
But how are the London City Lionesses, owned by American businesswoman Michele Kang, complying with the Women's Super League's financial rules to pay these big-name players?
Invest before revenue.
Kang, a Korean-American businesswoman, bought the club in 2023, helping them win promotion to the WSL in 2025. Finishing sixth in their debut top-flight season was respectable, but this summer, they have gone big. London City have splashed out on star players — albeit mostly on free transfers — for two reasons: they want to qualify for the Champions League and increase their revenue as soon as possible.
Earnings have to rise so they can afford to pay this set of players. London City are banking on marquee names attracting larger sponsorship deals and a new fanbase that will increase revenue down the line. On Thursday they announced a first-of-its-kind multi-year front-of-shirt partnership with Nike. The financial terms of the deal were not disclosed. Kang, however, said the value exceeds some Premier League men's teams' shirt deals and the $4million (£2.9 m) annual value of the NWSL's Atlanta expansion franchise's recent front-of-shirt agreement, believed to be the wealthiest jersey sponsorship in women's sports.
#city
9 days ago
