London City Lionesses Ink Sports Partnership ‍Deal With Nike

Updated July 2, 2025

The London City Lionesses have announced a multi-year sports partnership with Nike, marking a important development for the club both on and off the field. Under the two-year agreement, Nike will serve as the official kit supplier, providing performance apparel and training wear designed for elite women footballers. The kits, developed in collaboration with Pro:Direct ⁢Soccer, will emphasize innovation and athlete-informed design. Official kits are expected to be unveiled from late July.

Michele Kang,⁢ founder and CEO of Kynisca, said, “Innovation in women’s sport and how we support our players to reach elite performance levels is at the heart of everything we do. That’s why it’s incredibly important that London City Lionesses is partnering with Nike in this ⁣groundbreaking‍ deal. It’s vital we ⁣keep pushing the standards of professionalism and⁢ support in women’s football, and this⁣ collaboration is a powerful accelerator.”

Brentford has extended its sports partnership with Hollywoodbets, confirming the betting ⁢company will remain the principal sponsor on the front of the men’s first-team shirts through the 2025/26 season. This agreement marks⁣ a fifth consecutive season in the Premier League. the 2025/26 kits, produced by‍ Joma, will include⁤ designs for the men’s, women’s, and academy teams.The home shirt will commemorate 100‍ years since Brentford first played in red and white stripes. Cazoo will appear on the front of the shirt for⁤ Brentford’s men’s B team, women’s sides, academy teams, and‍ junior kits for ⁢the 2025/26 season.

Fran Jones, Brentford commercial director, said, “We have a fantastic long-standing partnership with Hollywoodbets and have enjoyed success both on and off the‍ pitch together. Their support is a key factor that helps us to remain competitive on ⁤the pitch and to keep football affordable for our fans.”

Aston Villa football Club has announced Xapo Bank as an official partner, also serving as the official pre-season tour partner, supporting Aston Villa’s 2025 tour of the United States. xapo Bank, established⁣ in 2013, is regulated by the Gibraltar Financial Services Commission and has passported its banking licence to the U.K.

Adrian Filby, chief commercial officer, aston Villa, said, “We are delighted to be partnering with Xapo, an association whose vision for ‍success aligns with Aston Villa’s⁤ long-term strategic thinking.”

Omologato has become the official timing partner of the 2025 Silverstone Festival. The sports partnership coincides with Omologato’s tenth anniversary ⁣and will include a⁤ pop-up lounge in the National Paddock. ‍The 2025 edition will feature historic racing,classic car displays,and live entertainment.

Nick Wigley, event director at Silverstone Festival, said, “We’re thrilled to welcome omologato as an official partner of this year’s Silverstone‍ Festival. We’re⁢ marking several ⁢major milestones at this summer’s Festival and now we’re proud to include Omologato’s tenth birthday too.”

What’s next

These sports partnerships signal ‍a continued ‍trend toward deeper integration‍ between ⁢sports teams,leagues,and brands,promising innovative⁢ collaborations and enhanced fan experiences in the coming years.