FIFA nets Xero partnership

Small-business management platform Xero has been roped in as a Women’s Football Partner by FIFA. The multi-year deal will kick off from 2023 and will cover the FIFA Women’s World Cup 2023, the FIFA U-20 Women’s World Cup 2024, the FIFA U-20 Women’s World Cup 2026 and the FIFA U-17 Women’s World Cup.
The partnership will see Xero work towards urging women to work in small businesses, with Xero also set to support two FIFA women’s football development programmes: Capacity-Building for Administrators and Coach Education Scholarships.

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Sarai Bareman, FIFA’s Chief Women’s Football Officer, commented:
“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. This is a partnership that will accelerate the growing momentum behind women’s football and our ambition to make the game truly global. 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.”

Rachael Powell, Xero’s Chief Customer Officer, added:
“We’re very excited to announce this partnership with FIFA and are proud to be a new Women’s Football Partner. Having two great brands come together to champion women in football from the community level through to the world stage is a powerful proposition.
“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.
“Together, Xero and FIFA share many goals and important values, driven by a passion and purpose to foster participation and community connections. 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.”

The partnership is the latest for FIFA, which announced in December 2021 that it would be partnering with brands keeping in focus the organisation’s women’s and esports properties. FIFA had signed global payment giant Visa as its inaugural global women’s football sponsor following its announcement of women-centric sponsorships.