Xero leveraged its sponsorship of the FIFA 2023 Women’s World Cup and The Football Association’s Lionesses via an integrated ‘Dream Bigger’ UK campaign built around the idea that whether you run a small business or play football everyone has big dreams.
Xero has a strong presence in UK football: it is not only an official partner of the FIFA 2023 Women’s World Cup and the FA through tie-ups with the England Senior Women’s team, England Football, as well as being a sponsor of Lewes FC.
The summer 2023 activation, created and produced by agency The Space Between, includes radio, digital, social (including YouTube spots), DOOH and media partnerships with Talksport, Daily Telegraph and the official ITV and STV tournament broadcast strand.
The marketing burst, which rolled out from 3 July, aims to enable Xero to engage small businesses and football fans across the country. It sees the small business accounting software brand direct the spotlight on those who are driving the revolution in women’s football, building careers and making the future brighter for the next generation.
As the campaign copy states: ‘Those that know every step is a step closer to reaching their dreams’.
Linked by the campaign hashtag #dreambigger, the campaign explores the progression of these dreams – from the Lionesses to grassroots football, plus women in football starting and running businesses that seize the opportunity in the growth of the game.
The content also sees to drive viewers online to find out more about Xero’s partnership with The FA and England Football at xero.com/uk/thefa/ Xero and also to sign-up for a free Xero trial at https://www.xero.com/signup/
Spots feature Lioness legend Jill Scott, plus current stars Hannah Hampton, Alex Greenwood and Ellie Roebuck as they prepare for the tournament and discuss their football and childhood dreams.
The UK campaign is supported by tournament-related, low latency, international #BeautifulMoments and #HerWay social content.
Xero Brand Marketing and Sponsorship Head Sam Daniels stated: “As a founder-led small business, The Space Between is a natural agency partner. It’s been invaluable to work with a team that truly understands women’s football. They have created a brilliant idea in Dream Bigger, and connected us with an array of extraordinary women in football and small business who exemplify this too and are featured in our campaign. We want girls to dream bigger to become the Lionesses of the future and I’m excited to see this campaign play a part in that.”
“Xero joins our exciting portfolio of challenger brands, and the connection with Xero couldn’t be more authentic for us. We started the business with Xero as our accounting software – our twelfth player!,” commented The Space Between Co-Founder Lisa Parfitt. “To work with Xero and create a campaign that celebrates the dreams of women football players and female entrepreneurs has been a dream for me and our team. With this campaign and with our agency appointment, Xero showcases it’s a brand that stays true to its purpose to help small businesses and their communities thrive.”
The client team which briefed in the commission was led by Xero Brand Marketing and Sponsorship Head Sam Daniels, Head of Brand, Customer and Partner Marketing Tracy Smithers, Marketing Coordinator Amelia Murray and UK/EMEA Marketing Director John Coldicutt.
The campaign was conceived, create and produced by a team at agency The Space Between which included Creatives Dan McCormack and Luke Boggins, Planner Paul Whitehead, Senior Producer Ally Everitt, Designers Harry French, Issy Muir, Arti Braude and Izzie Dabrowska.
Additional production was handled by Curious Productions.
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It was back in Spring 2022 that Xero penned its partnership with football’s global governing body to become an official FIFA Women’s Football Partner under its new commercial partnership structure. The deal included the FIFA Women’s World Cup Australia & New Zealand 2023, plus the 2024 and 2026 editions of the FIFA U-20 Women’s World Cup and the FIFA U-17 Women’s World Cup.
The tie-up sees Xero and FIFA work towards their shared ambitions and values: which include helping women succeed and communities prosper. According to the sponsor, the activation is built around the brand belief that ‘better numbers off the field will deliver better numbers on the field’.
Part of the insight behind the alliance was that many women’s clubs and teams operate as small businesses and not-for-profit outfits and thus Xero’s services can help the improve performance and viability, increase participation and help to grow women’s football globally.
Activating the tie-up began back in April 2022 when the accounting software company promoted the FIFA partnership announcement with a campaign spearheaded by an animated video.
As well as Xero, The Space Between’s client portfolio of includes Vitality, Ovo, Under Armour, ECB and The FA.
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