April 13 – Business and accountancy software specialists Xero have signed on as a FIFA Women’s Football Partner in a multi-year deal that starts in 2023 and covers the World Cup Australia & New Zealand 202, as well as the 2024 and 2026 editions of the FIFA U-20 Women’s World Cup and the FIFA U-17 Women’s World Cup.
FIFA has restructured its commercial partnership structures around the women’s game with new packages and sponsor specific opportunities that will kick off in 2023 and are timed with the expanded Women’s World Cup that will have 32 nations competing for the first time.
In December 2021, FIFA announced Visa as the first global Women’s Football Partner to come on board as the exclusive payment service provider. VISA will also present the player of the match award at the 2023 World Cup.
Xero will focus its marketing activation on empowering women in small businesses and will support two FIFA women’s football development programmes: Capacity-Building for Administrators, and Coach Education Scholarships.
FIFA said Xero’s partnership category will include small- and medium-sized enterprise (SME) business management software, accounting and bookkeeping (AB) practice management software, and SME and AB software app stores.
Rachael Powell, Xero’s Chief Customer Officer, said: “For women’s football to thrive, the financial viability of clubs at all levels is essential to attract, develop and nurture talent. Put simply, we believe that better numbers off the field will deliver better numbers on the field… This global partnership not only gives us a platform for brand visibility around the world, it also provides a fabulous opportunity to create deeper relationships with small businesses and communities that support the growth of the women’s game.”
Xero has more than three million subscribers globally, offering small businesses access to real-time financial data online via more than 1,000 third-party apps and 300-plus connections to banks and other financial partners.
Sarai Bareman, FIFA’s Chief Women’s Football Officer, said: “We are thrilled to officially welcome Xero on board as a global FIFA Women’s Football Partner under our new commercial partnership structure, which will allow us to maximise support for the women’s game.
“Not only is this a momentous day for women’s football globally, but as a proud New Zealander, I am so excited that FIFA is partnering with a company that was founded in New Zealand… To have a brand on board that is so passionate about empowering women – and especially one from a co-host of the next FIFA Women’s World Cup in 2023 – is wonderful to see.”
No value was given for the sponsorship.
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