Arts & Culture

Xero x The Lionesses: How grassroots support fuels the game

Xero x The Lionesses: How grassroots support fuels the game

Jul 17, 2025 |

Xero’s partnership with The Lionesses took off around the 2023 FIFA Women’s World Cup, marking their first major campaign in women’s football. At inception, this partnership was about going beyond merely discussing the progress of the women's game, and towards celebrating the athletes and their individual stories through every level of football. As a platform that helps small...
Why are snack brands doubling down on sports sponsorship?

Why are snack brands doubling down on sports sponsorship?

Jul 10, 2025

By any measure, the relationship between sport and snack brands is long-standing, deeply integrated, and, despite scrutiny, evolving. A new BMJ investigation reveals that more than 90 partnerships currently exist between leading UK sports entities and brands selling food or drink high in fat, salt or sugar. From football and cricket to cycling and golf, HFSS sports...
From Parliament to the Fringe: Who should fund the Arts?

From Parliament to the Fringe: Who should fund the Arts?

Jul 9, 2025

Edinburgh’s Festival Fringe, the world’s largest open-access arts festival, finds itself at a crossroads a month before its starting date in August. Amid growing calls to cut ties with fossil fuel sponsors, the Fringe is grappling with a question that resonates across the cultural sector: how to reconcile ethical sponsorship demands with financial realities in order to fund...
Data driven sposnsorship