‘It’s a no brainer’: Xero inks Lioness sponsorship deal in football push
The accounting software company’s new partnership with the Football Association plays into the brand’s history of “backing the underdog”, says marketing boss John Coldicutt.
Following a record-breaking summer capped off by the Lionesses’ historic Euros win, brands across the marketing spectrum are buying into the power of women’s sport. Accounting software business Xero was keen to get involved in the women’s game months before England’s 2-1 victory over Germany clinched the nation its first ever Euros win.
Having already finalised a five-year global women’s football partnership with FIFA, today (29 September) the brand is announcing a three-year deal with the Football Association to sponsor the England Women’s Senior Team and England Football.