The London City Lionesses will wear jerseys displaying the slogan “Everyone Watches Women’s Sports” through a new partnership with Togethxr, the company founded by athletes Alex Morgan, Sue Bird, Simone Manuel, and Chloe Kim.
Competing in this season’s English Women’s Super League, London City opens its campaign Saturday against Arsenal. Owned by Michele Kang, who also runs the Washington Spirit and Lyon, London City is the only WSL team not linked to a Premier League club. Kang said the collaboration reflects the team’s bold, independent mission to advance women’s football and spark broader conversations about women’s sport.
Togethxr first launched the slogan on T-shirts in 2023, which gained popularity among celebrities and athletes such as Jason Sudeikis and Steph Curry. The company reported $6 million in merchandise revenue earlier this year. Unlike a traditional sponsorship, the partnership does not involve payment for jersey branding. Togethxr also maintains partnerships with the WNBA and NWSL.
Alex Morgan said the collaboration underscores the global rise of women’s sports, adding that both the Lionesses and Togethxr were founded to disrupt their respective fields.