FIFA Women’s Football Xero

Xero Partners With FIFA For Women’s Football

April 13, 2022

Xero has been named a FIFA Women’s Football Partner under FIFA’s new commercial partnership structure, which takes effect in 2023. The global partnership will cover the FIFA Women’s World Cup Australia & New Zealand 2023™, the 2024 and 2026 editions of the FIFA U-20 Women’s World Cup™ and the FIFA U-17 Women’s World Cup™.

This is a huge step for both Xero and FIFA Women’s Football as we work together towards our shared ambitions and values – which include helping women succeed and communities prosper.

We firmly believe this is an excellent opportunity to work together to foster more opportunities for women in sport and in communities globally.

The opportunity

We’re seeing growth in participation in the women’s game and this partnership provides a global platform to accelerate our brand growthin new and existing markets.

Football is also the most popular and watched sport on the planet and women’s football is rapidly growing in popularity.

Through this partnership, we’ll help grow the women’s game by supporting two FIFA women’s football development programmes: Capacity Building for Administrators – using Xero’s expertise and technology to support women’s football development – and Coach Education Scholarships, to create easier pathways for women to gain coaching qualifications. We’ll share more on these soon.

Not only does this global partnership give us a platform for brand visibility around the world, it provides a fabulous opportunity to create deeper relationships with small businesses and communities that support the growth of the women’s game.

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. 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.”

Xero, which was founded in New Zealand in 2006, has more than three million subscribers globally, offering small businesses and their advisers access to real-time financial data anytime, anywhere and on any device. Xero offers an ecosystem of over 1,000 third-party apps and 300-plus connections to banks and other financial partners.    

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.

The first tournament covered under the partnership will be the expanded FIFA Women’s World Cup™ in 2023 that will see 32 teams compete across nine cities in Australia and New Zealand.

Empowering women on and off the field

When Xero was founded, small businesses were underserved and didn’t have the same tools and opportunities as larger ones. We see a similar opportunity with the women’s game as we did in 2006 with the small business market. The women’s game has not had the same opportunity nor headstart as its male counterpart but the story is shifting.

The future is looking positive, with FIFA’s recent announcement of the separation of the commercial structure for the women’s game, the game is thriving and growing and Xero is excited about the opportunity to help support that growth. I know many parents out there are seeing at the club level how girls are actively participating and this is really picking up momentum.

But off the field is just as important as on the field. Most clubs are essentially not-for-profit small businesses who are looking to offer the opportunity to women and girls to play football in their communities.

In order for women’s football to thrive, we really believe the financial viability of clubs at all levels is essential to attract, develop and nurture talent.

During this partnership you’ll see us refer to ‘better numbers off the field, better numbers on the field’. Improving the performance and viability of clubs at all levels increases participation and will help to grow womens’ football around the globe.

Aligned on shared values

Xero shares FIFA’s commitment and values-based approach to supporting women’s football communities. We’ll adopt values specific to this partnership of integrity, having a #challenge mindset, taking ownership, and putting people first to guide our decisions around how we’ll work together.

I can’t wait to get behind the Women’s World Cup 2023™ next year which for the first time is being co-hosted by Australia and New Zealand – right where Xero began its journey.

Together with FIFA, I truly believe we can make a positive change for the future of women’s football, small business and communities around the world. Personally I just love the connections that sport brings to communities – from the players, to the families and fans on the sideline, to small businesses supporting teams and sports grounds – there is something about that sense of belonging in sports that connects communities in such an amazing way.

Follow our progress and find out more at

FIFA Women’s Football Xero