airbnb×MXI GROUP

CREATOR PARTNERSHIP PROPOSAL · BRAZIL 2027

A home for
football stories
in Brazil.

The Women’s World Cup through the people who travel for it. A place to stay, conversations between games and stories that bring supporters closer.

Explore the proposal

Prepared by MXI Group · 12 October 2026

Talia LazarusTalia Lazarus · presenter & podcast host
Rosie KmitaRosie Kmita · football presenter
THE TOURNAMENT24 June to
25 July 2027

FIFA Women’s World Cup
Brazil

THE STARTING POINT

Make the stay part of the story.

Football takes fans somewhere new. Airbnb can become the base for that journey, with creators sharing the people they meet, the neighbourhood they discover and the conversations they have after each game.

Podcasts sit at the centre of this proposal, supported by video and social coverage. The final mix should follow the selected creators’ real audiences and existing formats.

THREE CREATIVE ROUTES

Between the matches.

Initial ideas to develop with Airbnb and the selected creators.

01
THE PODCAST ROUTE

The football home base

A creator or podcast team stays in Brazil for an agreed tournament window. Short episodes or conversations capture the matchday mood, supporter stories and plans for the next game, with the Airbnb stay naturally part of their routine.

Content to explorePodcast episodes with agreed host reads, filmed conversations and short social clips.

Potential voicesThe Kmita sisters or Anita Abayomi, with Talia Lazarus as a presenting option. Laurence McKenna and Alex Moneypenny offer broader football routes, subject to tournament plans and podcast audience checks.

02
THE TRAVEL ROUTE

A matchday in a new city

Follow a creator and their travelling companions from arrival to matchday. Their stay anchors a story about exploring the neighbourhood, meeting local fans and experiencing the women’s game in Brazil.

Content to exploreA travel diary, neighbourhood recommendations and supporter interviews, with a podcast recap where the creator has an established show.

Potential voicesLiv McTigue, Ally Flan, Demi Adeyemi or Beth Tucker, using their personal channels for the travel and matchday story.

03
THE SUPPORTER ROUTE

The stories fans bring home

Conversations with supporters about why they travelled, who they came with and what this tournament means to them. Connect those voices with the creator’s home audience through their existing podcast and social formats.

Content to exploreSupporter-led podcast conversations, interview clips and a final trip recap.

Potential voicesTalia Lazarus, Anita Abayomi, Laurence McKenna or Beth Tucker, with the format shaped around their presenting style and confirmed tournament coverage.

Travel, accommodation, tickets, guests and filming arrangements would be agreed within the campaign scope. No creator attendance or access is confirmed at this stage.

SUGGESTED CREATOR POOL

The voices to explore.

Women’s football and podcast options first. Broader football voices can follow where there is a genuine tournament plan.

These are suggested options, not confirmed bookings. Travel plans, fees and representation arrangements will be checked before any commitment.

AUDIENCE EVIDENCE

Audio first.
Social in support.

Podcast listener figures and social followers measure different things. Keep both visible when choosing the final shortlist.

THE MAIN CHECK

Confirm the audience that will hear the partnership.

Request average episode downloads or listens, UK listener share, the audio-to-video split and the planned tournament schedule. Existing social reports help assess fit, but do not establish podcast reach.

Instagram only · historical planning snapshots. Alex’s figures cover The Different Knock’s @diffknock account.
Creator / accountFollowersUK follower shareEngagementAvg. Reels viewsSource / date

Instagram snapshots date from June to October 2026 and should be refreshed before outreach or contracting. UK follower share is not a measure of UK listeners or video viewers. No combined reach total is presented because audiences may overlap.

PREVIOUS CREATOR WORK

Football stories
with brands inside them.

Published video examples from the original proposal. They show content and delivery experience; they are not evidence of podcast performance.

BUILD THE PRIORITY LIST

Choose the voices.
Confirm the journey.

Agree whether Airbnb wants creators already attending or a trip built around the partnership. Then confirm travel plans and podcast audiences, and develop a costed content plan for the chosen creators.

Discuss the shortlist