Xero x The Lionesses: How grassroots support fuels the game

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 businesses thrive, Xero’s mission aligns naturally with the needs of football clubs: community-driven organisations that rely on strong financial foundations to grow.

Grassroots football as community business

In conversation with Sam Daniels, Xero’s Head of Brand and Campaign Marketing UK, it becomes clear that the company’s approach stems from a core belief in community. “One of [Xero’s] values is about community and a core part of communities across the UK are football clubs. Football clubs are small businesses,” Daniels explains. This perspective reframes grassroots football not just as a sport but as a network of local enterprises. By encouraging these clubs to run better businesses, Xero contributes directly to increasing opportunities for participation and development at every level of the game.

To read more about the growing commercial value of women's football, click here.

Beyond branding

This approach also influences how Xero views its sponsorship strategy. Beyond seeking brand visibility, Xero positions itself as a supporter of the wider football ecosystem. “The way we think about sponsorship is of being part of a great way to support small businesses across the country…it’s exciting to be part of that growing support for women’s football,” Daniels says. This dual focus on business and sport sets Xero apart, linking the success of football clubs to thriving local economies. What makes this sponsorship of The Lionesses work is the clear threads running parallel: one from the grassroots women’s game to international football; the other from business ideas to commercial success.

The partnership extends beyond the pitch into storytelling and community programs that reinforce this philosophy. Highlighting real-life examples such as Jill Scott, a Lioness who launched a coffee shop in Manchester, Xero showcases how the brand supports ventures that mirror the realities of its audience. “Throughout the last three years we’ve highlighted things like Jill Scott’s journey as a small business owner,” Daniels shares, emphasizing the importance of authentic narratives.

Empowering on and off the pitch

Moreover, Xero backs this narrative with practical initiatives like its small business mentorship program in collaboration with Women in Football. This program equips female founders with small businesses in the football ecosystem with essential skills, from business setup to financial management and inclusive leadership, underscoring the company’s commitment to tangible impact.

Authenticity remains the cornerstone of the partnership’s success. “The thread runs all the way through…That thread has to be authentic,” Daniels notes. This genuine connection between football, community, and business resonates deeply with Xero’s audience and fuels ongoing engagement.

Looking ahead, Xero will maintain its grassroots focus alongside sponsorship of high-profile tournaments. Daniels stresses the importance of consistent support beyond the spotlight of major events: “Authenticity comes from consistent support, including when there’s not a tournament on...that’s showing commitment outside of the short term.”

For sponsors considering similar partnerships, Daniels offers clear advice: prioritise long-term, authentic engagement that supports the whole ecosystem, not just the headline moments. This means investing in grassroots initiatives and creating meaningful programs that extend beyond branding.

In championing both The Lionesses and the grassroots communities that nurture the game, Xero demonstrates how sports sponsorship can organically inspire growth from the foundations.

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