Best Practice

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...
Chelsea’s sponsorship model: Risk, rebuild, reward?

Chelsea’s sponsorship model: Risk, rebuild, reward?

Jul 16, 2025

Chelsea’s Club World Cup win has both delivered silverware and forced potential sponsors to reconsider the club’s commercial valuation. According to The Telegraph, the club is now closing in on a front-of-shirt sponsorship deal worth £60 million a year, a significant increase on offers they turned down just 12 months ago. Let's look at how Chelsea's sponsorship plan...
Internal audiences: The ROI booster hiding in plain sight

Internal audiences: The ROI booster hiding in plain sight

Jul 11, 2025

In focusing so intently on external audiences in sponsorship campaigns, it becomes easy to overlook your internal stakeholders: the employees, partners, and franchisees. These are not just approval-givers or brand guardians, but active participants in the partnership. Integrating the internal audience in a sponsorship campaign isn’t a fluffy HR exercise, nor merely a...
Data driven sposnsorship