18 approved creators
Zilch confirmed Arsenal’s approval of these names on 14 September. Individual participation and content packages will be agreed during outreach.
Zilch × Arsenal · Clean Sheets activation
A small thanks.
For the biggest support.
When Arsenal win with a qualifying clean sheet, Zilch releases 500 free scarves. Creators build anticipation, explain the reward and direct supporters to claim.
August 2026 – March 2027
Review the proposed activity01 · The ask
More for the fans.
A clear plan for the club.
We are seeking Arsenal marketing sign-off on the Clean Sheets creator approach and proposed use of club branding and box hospitality through March 2027.
Creative & matchday approach
The content journey and selected-creator hosting are set out below. Detailed briefs and content will be submitted separately.
02 · The creator journey
One creator.
A story that builds.
Using Shay Gunner to show how the content connects: build anticipation before a game, react to a qualifying clean sheet, then bring fans closer through a selected matchday experience.
View Zilch’s Clean Sheets campaign ↗
Shay GunnerIllustrative creator journey
- Post 1
Before the game
Existing example: Shay’s launch Reel. Build anticipation.
Ahead of a selected fixture, Shay introduces Clean Sheets in his own voice and gives fans a reason to follow the result.
- Content format
- Reel or TikTok.
- What fans hear
- What the scarf reward is, what triggers it and where to find the campaign details.
- Post 2
When the clean sheet happens
Existing example: Shay’s clean-sheet reaction from last season. Turn reaction into action.
Once Zilch confirms the qualifying result and scarf drop, Shay celebrates the moment and directs supporters to claim.
- Content format
- Story with a link, or an agreed equivalent.
- What fans hear
- The reward is available, how to claim and any required availability or eligibility terms.
- Post 3 · Selected creators only
At an agreed home game
Existing example: Shay’s matchday post from last season. Take fans to the game.
For creators invited to an agreed matchday experience, content follows the arrival, atmosphere and access, showing the partnership through their eyes.
- Content format
- Matchday Stories or diary clips.
- What fans see
- The experience, the supporter perspective and Zilch’s role in bringing them closer to Arsenal.
03 · The creators
Approved creators.
04 · Indicative activity windows
The right moments.
Not every match.
Activate selectively around the football and the campaign opportunity. Dates, creator assignments and competition eligibility will be agreed before each brief is released.
- AugustExisting activity
Launch foundation
Talia, Shay and Rory introduced the return of Clean Sheets. Their launch activity is separate from the 18 additional approved creators.
- September–OctoberProposed
Build familiarity
Introduce selected approved creators across the men’s and women’s game. Use relevant fixtures for campaign explainers and timely reminders.
- November–DecemberProposed
Bring the partnership to life
Use an agreed home matchday for creator access and supporter storytelling. The working plan identifies the Hull box on 7 November; fixture timing and access scope must be reconfirmed before briefing.
- January–FebruaryProposed
Keep the story moving
Rotate relevant creators around league, European and cup opportunities. Confirm each activation against the live football calendar and campaign eligibility.
- MarchProposed
Focus the final phase
Back the most relevant football moments, review delivery and agree recommendations for any activity after March. No April–May activity is committed in this proposal.
Separate community or local-business concepts are outside this Clean Sheets approval request and would need their own scope and sign-off.
05 · The matchday proposal
Bring fans closer.
The core request is to host selected approved creators in Zilch’s Arsenal box at agreed home fixtures, connecting Clean Sheets with an authentic supporter experience.
Content around the experience
Arrival, the atmosphere, the box and the creator’s matchday perspective, with Zilch acknowledged as host. Filming would stay within the locations and permissions agreed with Arsenal.
What we need from Arsenal
Agreement in principle to this hosting and content approach, plus confirmation of permitted filming areas and use of club branding. Fixture, guest numbers, names and timings will be included in each matchday brief.
06 · For marketing approval
The decision
we’re asking for.
Please confirm approval in principle of the following approach, or highlight any changes needed before we develop the individual activation briefs.
- 01The Clean Sheets creator journey: pre-game anticipation and reactive content after a confirmed qualifying result and scarf drop.
- 02Use of Arsenal branding and campaign assets within approved creator content.
- 03Selected-creator hosting in Zilch’s box and matchday content within agreed filming areas.
- 04The indicative activity windows through March 2027, highlighting any club-calendar conflicts.
Approval at this stage covers the approach. Individual briefs, guest lists, filming permissions and final content will follow the agreed Zilch and Arsenal review process. Please identify the approval contact, lead times and any brand, rights or safeguarding restrictions to include. Zilch will confirm campaign eligibility, claim timing, stock and terms before publication.