The Space Between has been appointed by global small business platform Xero to create the first campaign for its sponsorship of the FIFA Women’s World Cup 2023 and the Lionesses in the UK.
The integrated campaign, ‘Dream Bigger,’ will run across outdoor, radio, YouTube, social, DOOH, Talksport, Daily Telegraph and the ITV and STV broadcast of the tournament, from today.
Xero is a partner of the FIFA Women’s World Cup 2023, the England Senior Women’s team, England Football and Lewes FC. Like business, football is a game of dreams. The Dream Bigger campaign, created and produced by The Space Between, is designed to showcase that whether you run a small business or play football, we’ve all got big dreams. But following a dream isn’t easy.
Throughout the campaign Xero is shining a spotlight on those who are making it happen in women’s football. Those building careers and making the future brighter for the next generation. Those who know every step is a step closer to reaching their dreams.
The campaign explores the progression of these dreams – from the Lionesses and grassroots football, to those women in football starting and running businesses that seize the opportunity in the growth of the game. Media partnerships with ITV, Talksport, The Daily Telegraph, a nationwide out of home campaign, a national radio campaign and exclusive Lionesses content will enable Xero to engage small businesses and football fans across the country.
Commenting on the agency’s appointment and campaign, Lisa Parfitt, Co-Founder of The Space Between, says: “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 12th player!
“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.”
Commenting on the campaign, Sam Daniels, Brand Marketing and Sponsorship at Xero, says: “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 The Space Between’s portfolio of challenger brand clients alongside brands like Vitality, Ovo, Under Armour, ECB and The FA.
Creative agency: The Space Between
Creative team: Dan McCormack & Luke Boggins
Planner: Paul Whitehead
Senior Producer: Ally Everitt
Design: Harry French, Issy Muir, Arti Braude, Izzie Dabrowska
Media: December19
Production company: Curious Productions
Xero Brand Marketing and Sponsorship: Sam Daniels
Xero Head of Brand, Customer and Partner marketing: Tracy Smithers
Xero Marketing Coordinator: Amelia Murray Xero UK & EMEA Marketing Director: John Coldicutt
-ENDS-
For all agency PR enquires, contact Sam Ruffe sam@spacebetweenagency.com
About The Space Between
The Space Between is the challenger sports marketing agency for challenger brands. Launched in 2020 TSB has gone from a start-up agency to a significant player in the sports marketing space in three years, winning the 2022 Sports Industry Young Sports Agency of the year and delivering work for brands and governing bodies including The FA, The ECB and Vitality. The agency name is inspired by Viktor Frankl, an Austrian neurologist, psychologist and Holocaust survivor who said that ‘Between stimulus and response there is a space. In that space is our power to choose our response. In our response lies our growth and our freedom.’ The philosophy echoed the co-founders outlook on the role of marketing and inspired them to challenge the agency conventions.