Transformative Partnership in Women’s Sports
In a transformative move for women’s sports, Togethxr, a venture founded by prominent athletes such as Alex Morgan, Sue Bird, Simone Manuel, and Chloe Kim, has established a unique partnership with the London City Lionesses. This collaboration will see the company’s catchphrase, “Everyone Watches Women’s Sports,” prominently displayed on the team’s jerseys throughout the English Women’s Super League season, which kicks off this Saturday against Arsenal.
Elevating Visibility for Women Athletes
Togethxr aims to elevate visibility for women athletes, having made waves earlier this year when merchandise featuring the slogan brought in an impressive $6 million in revenue. Moreover, the slogan gained traction, being sported by renowned figures like Jason Sudeikis and Steph Curry.
Innovative Approach to Women’s Football
The Lionesses, purchased in 2023 by Michele Kang—who is also the owner of the Washington Spirit in the NWSL as well as OL Lyonnes in France’s top women’s league—are distinctive in the WSL as the only team not linked to a Premier League organization. Kang emphasized the Lionesses’ dedication to innovation in women’s football, stating,
“London City Lionesses was founded to reimagine women’s football — to be bold, independent, and drive women’s football forward.”
A Visionary Collaboration
This collaboration is intriguingly framed as a partnership rather than a sponsorship, meaning that Togethxr is not providing a financial payment for the jersey branding, but rather sharing a vision and mission with the team.
“We’re joining forces to reaffirm that the future of women’s sports is here. It’s global, and it’s inevitable,”
Morgan expressed, acknowledging the alignment in goals between Togethxr and the Lionesses. The partnership not only symbolizes a commitment to women’s sports but also aims to catalyze meaningful discussions around gender equality in athletics.
