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.

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.