Client Results / Brands / Xero 2023 FIFA Women’s World Cup Case Study

+108% new subscriptions from a World Cup partnership

Project Type
Sponsorship strategy

Brand
Xero

The Challenge

Xero were ambitious to grow brand engagement and market share internationally, and the 2023 FIFA Women’s World Cup presented a major opportunity.

They needed confidence that this multi-market, high-stakes investment would reach the right audiences, deliver commercial outcomes, and feel authentic to the brand, all while aligning with their commitment to women’s sport and gender equity.

The Solution

Honoco partnered with Xero to turn this opportunity into a structured, insight-driven strategy:

Business case development

  • We demonstrated fit between Xero’s target audiences and the FIFA Women’s World Cup across five key markets

  • Calculated a fair market value for the global partnership fees

  • Quantified the number of new customer subscriptions required to justify the investment

Shape and value phase

  • Once approved, we designed partnership initiatives and leverage activities to show how Xero could create authentic engagement while meeting commercial objectives.

Insight-driven storytelling

  • Research revealed 70% of women’s football teams operate at a loss, providing a powerful platform and narrative for Xero’s campaign “Better numbers off the field, better numbers on it. 

  • Gender equity case studies inspired campaign ideas and positioned Xero as a genuine supporter of women’s football.

Partnership and leverage support

  • Honoco advised Xero through FIFA contract negotiations and recommended four additional regional partnerships to maximise engagement and brand positioning.

Amplifying partner networks

  • We helped Xero develop a “partners programme” for accountants and bookkeepers to share in the Women’s football partnerships, deepening relationships with their own clients and extending the campaign’s reach.

The Outcome

The partnership was an “Excellence in Sponsorship Strategy” finalist at the 2024 NZ Marketing Awards, delivering strong commercial and brand results while reinforcing Xero’s authentic support of women’s football.

  • +108% increase in new customer subscriptions during the FIFA Women’s World Cup campaign

  • +11 point lift in Xero’s Partner Net Promoter Score

  • Established a credible, authentic connection to women’s football and gender equity in sport

  • Delivered engagement and activation opportunities across multiple markets, providing measurable business and brand outcomes

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