Software firm Xero has unveiled a new campaign to mark the start of its official partnership with the English women’s football national team, the Lionesses.

The campaign ‘Feel on Top of Your Game’ draws parallels between the Lionesses and entrepreneurs.

Crafted by sports marketing agency The Space Between, the work highlights how Xero’s account software frees up time for business owners.

Lisa Parfitt, co-founder of The Space Between said: “Running a business is hard work, but when you are really in the zone you feel like you can achieve anything. That’s the powerful feeling we wanted to capture.”

“The Lionesses are set to inspire the nation again this summer, and their energy is utterly contagious. We’re thrilled to translate that winning mindset to the world of small businesses across the country,” she added.

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Photography for the marketing drive features Lionesses Lauren James, Lauren Hemp and Aggie Beaver-Jones.

Short-form content was filmed at St George’s Park, England’s training ground, and stars Fran Kirby, Alex Greenwood, Jess Park, Fara Williams and comedian Maisie Adam.

To support the campaign, the accounting platform has collaborated with ‘Style of Our Own’ to sponsor a series of live events which will be held at the Regent Street pop-up store.

It will run across out-of-home, radio, digital and TV in the UK.

Sam Daniels, head of brand and Campaigns, UK at Xero said: “This campaign is a natural extension of our ‘Your Business Supercharged’ platform. By drawing on the infectious energy of the Lionesses, we’re showing small business owners how Xero’s easy-to-use accounting software can help them feel on top of their game and ready to thrive.”