The London project moves forward – Game of the People
WOMEN’s football is about to be disrupted by a team with money to spend and the chutzpah to entice big name players to Bromley, a town famous for producing a gang of punk music disciples (the Bromley Contingent) and being a hang-out for the likes of David Bowie, Charles Darwin and H.G. Wells. Bromley was once in Kent but now it is in Greater London. As for football, Bromley FC was a big noise in the old amateur football days and gained entry to the Football League in 2024. They share their Hayes Lane ground with London City Lionesses, the club that is aiming to upset the hierarchy in the Women’s Super League.
The events in this well-heeled part of the London suburbs is quite remarkable; London City Lionesses have been luring big names to their club in order to build an instantly marketable team. The club’s owner, Michele Kang has been generous in her backing to the tune of £ 24 million over the past two years, she is also a very visible face in women’s football and this year she was named the top executive by the World Football Summit. Kang is a long-time advocate of the women’s game and is the majority owner of two other clubs: OL Lyonnes and Washington Spirit. According to Forbes, South Korean-born Kang has a net worth of US$ 1.1 billion.
London City Lionesses have just announced a new front-of-shirt deal with Nike that is reputed to be the biggest ever in women’s football. It’s a transaction that goes beyond the “technical” deal regarding kit sponsorship and introduces new imagery that includes the “Goddess of Victory”. No figures have been revealed around the actual monetary value of the agreement, but along with Kang’s recent award, it demonstrates the positive momentum at the club.
The real headline-making news has been the arrival of new players, most of whom are veterans with very impressive CVs. These include Mary Earps, the 33-year-old former England goalkeeper who was recently with Paris Saint-Germain and Manchester United. She is the sort of high-profile player who can enhance the London City Lionesses’ brand. But the real coup has been the signing of two-time Ballon d’Or winner, Alexia Putellas, to the club when she announced she would leave Barcelona at the end of her contract after making over 500 appearances. She has also won 147 caps for Spain and was in their 2023 World Cup-winning team. Another Barca player, Mapi León, also arrived after nine years with the club and more than 300 appearances and 54 caps. French forward Kadi Diani (31), who has played 126 times for her country, also joined from Lyon.
These experienced players joined other 30-somethings already at London City Lionesses: Elena Linari, Alanna Kennedy, Saki Kumagai, Kosovare Asllani, Daniëlle van de Donk and Nikita Parris. Other arrivals this summer included Janni Thomsen (from Utah), Nicole Anyomi (Frankfurt), Rosa Kafaji (Arsenal) and Daniela Arques (Sporting).
A squad full of players with interesting back stories will keep London City Lionesses in the spotlight, but there is always the risk that they may tire as the season progresses. But their squad is big enough to rotate and ensure some key players are used sparingly. Others may also arrive when the window opens again. The club’s ambitions have to be matched with a sustainable financial structure – in 2024-25, the club generated just £ 902,000 and made an operating loss of over £ 10 million. That’s why the Nike deal is so important, even though Kang appears to be happy providing support.
London City Lionesses want to challenge the status quo and they may just have the resources to be successful. There have only been four champions in the Women’s Super League’s history and the top three invariably comprises Manchester City, Arsenal and Chelsea, with occasional interference from Manchester United. In order for the WSL to grow, it needs more contenders and London City Lionesses may be the first.
Published by
