Some eyebrows may well have been raised when Xero was announced as the lead sponsor of ITV’s coverage of the Women’s World Cup this summer. After all, football tournaments have never been the natural home of a B2B brand but, then again, Xero is no ordinary B2B brand.
Sam Daniels, brand marketing manager at Xero, believes the “connection” between football and the Xero brand is much stronger than you may first suspect. “We wanted to share Xero as a brand that frees people not only to follow their dreams but also to embrace even bigger possibilities,” he says. “Whether that is going from grassroots football to playing for the Lionesses or starting out in business to running the most successful business that you can.”