A reason to follow
the result.
Creator content introduces the scarf giveaway. Approved reaction content then directs fans to a confirmed live drop following a qualifying Arsenal clean-sheet win.
MXI GROUP × ZILCH
Football,
brought
to life.
Turning football partnerships into creator content, matchday experiences and rewards fans can hold.
Our work with Zilch across the 2026 World Cup and the ongoing 2026/27 Arsenal programme.
Explore the case study
One connected delivery partner.
Talent & contractingContent & approvalsProduction & fan rewardsMatchday & reportingTHE OPPORTUNITY
Make a partnership
part of the fan experience.
Football gives brands moments people care about. The work is turning those moments into something fans want to watch, join and share.
Zilch originated the Clean Sheets platform. Working with Zilch and its partners, MXI connected the talent, content and operational delivery needed to bring it to life, then continued that work through its Arsenal activity.
01
WORLD CUP 2026 Completed campaign · June–July 2026
A tournament moment.
A tangible fan reward.
A lead-talent launch with Chunkz, amplified by a wider creator network and connected to England clean-sheet scarf drops.
13creators in the campaignIncluding an earned contribution
1.25M+recorded feed-video viewsInstagram + TikTok · July reporting
5,348reported scarf distributionsCampaign fulfilment reporting
Feed-video views are cumulative plays across the reported posts and platforms, not unique people. Story views and estimated impressions are excluded. Results relate to the World Cup campaign only.
WHAT MXI DELIVERED
From talent booking
to the final delivery.
We secured Chunkz as the lead talent and built the wider creator network, agreeing deliverables, usage and the route to approval.
Alongside Zilch’s team, we supported the hero production and coordinated the content rollout around the tournament.
We also managed the scarf artwork, sampling and manufacture with production partners, then helped connect the campaign to fulfilment and reporting.
SEE THE WORK
A recognisable face.
A clear reason to act.
The launch introduced the reward through Chunkz’s own voice. The wider network carried the story into different football communities.
718,812views on Chunkz’s Instagram Reel
Creator-supplied native insights · July 2026
Creator-supplied native insights · July 2026
164.2Kviews on the TikTok launch
Native TikTok reporting · 19 July 2026
Open the launch film ↗Native TikTok reporting · 19 July 2026
THE CREATOR NETWORK
Chunkz · Olivia Buzaglo · Jolie Sharpe · Laura Kirk-Francis · Turkish · Bhav · Shay Gunner · Cecil · Joel Beya / CheekySport · Pippa Monique · Smithy · Buvey · Adam CCO
Campaign participants. Participation does not imply exclusive representation by MXI.02
ARSENAL 2026/27 Ongoing programme · Snapshot at 9 November 2026
Keep the brand
in the conversation.
A season creates room for repeated, relevant contact with supporters, through creator content, fan rewards and access to matchday experiences.
A PROGRAMME, BUILT AROUND FANDOM
The reward.
The access.
The reaction.
A reason to follow
Access that becomes
a story worth sharing.
Creator coordination and hosting support around Zilch’s Arsenal access, with published pitchside, hospitality and matchday content.
A clear route
from brief to live.
Individual creator packages, contracts, briefs, caption and content approvals, posting coordination and performance collection.
SEE THE WORK
The campaign. The experience.
Published promotions alongside matchday and hospitality content.
Watch the published Clean Sheets campaign: launch Reels, creator integrations and a post-match claim Story.
CLEAN SHEETS LAUNCH / INSTAGRAM
Rory Talks Football
Rory introduces Clean Sheets and explains the scarf reward ahead of Arsenal’s Coventry fixture.
Published 21 August 2026View original Reel ↗CLEAN SHEETS LAUNCH / INSTAGRAM
Shay Gunner
Shay brings his own voice to the Clean Sheets return, with the qualifying result and route to claim.
Published 21 August 2026View original Reel ↗CLEAN SHEETS LAUNCH / INSTAGRAM
Talia Lazarus
Talia explains the scarf giveaway from outside the Emirates, connecting the reward with her Arsenal content.
Published 21 August 2026View original Reel ↗CLEAN SHEETS PROMOTION / INSTAGRAM
Liv McTigue
Liv introduces the 500-scarf giveaway and tells fans when to look for the claim link.
Published 16 October 2026View original Reel ↗CLEAN SHEETS PROMOTION / INSTAGRAM
Benny Gunner
Benny explains the qualifying win and clean sheet, the scarf reward and the full-time call to action.
Published 17 October 2026View original Reel ↗CLEAN SHEETS PROMOTION / INSTAGRAM
Name5Players
A direct introduction to the campaign, with the 500-scarf reward and a clear explanation of how fans can claim.
Published 6 November 2026View original Reel ↗CLEAN SHEETS INTEGRATION / YOUTUBE
Alex Moneypenny
The first campaign integration appears within Alex’s long-form Arsenal analysis.
Published 16 October 2026Open on YouTube ↗CLEAN SHEETS PROMOTION / TIKTOK
Thierry Buliza
Thierry’s campaign TikTok introduces the clean-sheet and scarf reward to his football audience.
Published 23 October 2026Watch on TikTok ↗REACTIVE CLAIM STORY / INSTAGRAM
Benny Gunner
The follow-up Story directs supporters to claim a scarf, showing the campaign’s post-match call to action.
Published 18 October 2026 · Archived StoryOpen archived Story ↗Archived campaign examples retain their original offer wording and publication dates. These are examples of delivered content, not a current giveaway or a season-wide performance total.
See how creators shared the Emirates experience, pitchside access and Zilch’s hospitality with their audiences.
VIEW POST ↗MATCHDAY / INSTAGRAM
Talia Lazarus
The Emirates experience, shared through a personal matchday carousel thanking Zilch.
Published 7 November 2026
VIEW POST ↗FAN EXPERIENCE / INSTAGRAM
Benny Gunner
Pitchside access and a personalised Zilch-branded shirt become part of the creator’s story.
Published 7 November 2026
VIEW POST ↗MATCHDAY / INSTAGRAM
Demi Adeyemi
A matchday carousel brings together pitchside access, hospitality and a personalised Zilch-branded shirt.
Published 7 November 2026
VIEW POST ↗FAN EXPERIENCE / INSTAGRAM
Liv Hawkins
Her North London Diaries carousel features Zilch’s hospitality and a personalised Arsenal shirt.
Published 8 November 2026
VIEW POST ↗MATCHDAY / INSTAGRAM
Thierry Buliza
Pitchside content and fan reactions, shared in an Arsenal matchday carousel thanking Zilch.
Published 7 November 2026
VIEW POST ↗FAN EXPERIENCE / INSTAGRAM
Nathan Sayers
The matchday experience, from pitchside access to a personalised Zilch-branded shirt, captured for his audience.
Published 7 November 2026
VIEW POST ↗FOOTBALL CONVERSATION / INSTAGRAM
Joseph Charm
A pitchside conversation with Frimmy, shared in a matchday carousel thanking Zilch.
Published 8 November 2026Watch the matchday experience.
Benny’s Reel brings together pitchside access, hospitality and direct references to Zilch.
Watch the matchday Reel ↗THE MXI ROLE
Join the pieces.
Deliver the experience.
A creator campaign works when each handover works. Our role connects the people and practical delivery behind the content.
Find the fit
Build the creator mix around the audience, campaign and football context.
Agree the detail
Negotiate packages, usage and contracts. Give each creator a clear brief.
Bring it to life
Coordinate talent, production partners, content and brand approvals.
Run the activation
Connect publishing with matchday access, rewards and live campaign decisions.
Show the work
Collect links and insights, reconcile the reporting and use the findings in the next brief.
LET’S WORK TOGETHER
What’s your next
football moment?
From a one-off activation to a sustained creator programme, let’s explore how MXI can support it.
Ross Smith · Managing Director, MXI Group
ross@mxigroup.co.uk · +44 (0)7785 222 200