Some sponsorship relationships are authentic, but many are not. It’s ironic to see multinational fast food giants sponsoring kids sports or beer brands sponsoring rugby, when sport is about exercise and health, neither of which sit comfortably with sport or children.
It is heartening then to see a sports sponsorship totally aligned to the brand it has partnered with. This is the case with the Xero partnership with New Zealand Football, aimed at helping football clubs across New Zealand, through a club support programme, enhanced by Xero becoming a FIFA Women’s Football Partner. The multi-year agreement covers the Women’s World Cup 2023 as well as the 2024 and 2026 editions of the U-20 and U-17 Women’s World Cups.
Through its partnership, the
