Airbnb
Million Pound Player Fund
Women’s football is bigger now than ever before. But behind the scenes, many players face a less glamorous reality: when they move clubs, they’re often left to sort and fund for their own short-term accommodation.
As a result, Airbnb and WSL Football launched a new multi-year partnership and a £1 million Player Accommodation Fund, giving players across the Barclays WSL and WSL2 access to short-term homes during transfer periods. BF Media was brought in to lead broadcast media relations on launch day, ensuring the announcement reached audiences across the UK.
The Result
Pieces of National Coverage
Pieces of Coverage
Reach
A Story Built Around Lived Experience
The campaign was fronted by Fara Williams, England’s most capped player ever, who also had experienced this reality first hand throughout her career. At one point she stayed with her manager while waiting to secure permanent accommodation. At another she lived out of a suitcase, paying separately for storage on top of everything else.
A Full Day of National and Regional Radio
We built a full day of national and regional radio interviews around Fara, with talking points covering the launch of the fund, her own experiences, the growth of the women’s game and predictions for the upcoming World Cup. Coverage was secured across Sky, talkSPORT and all 40 regional BBC outlets.
We also had Lisa Marçais, General Manager for Northern Europe and MEA at Airbnb, available on the day to discuss Airbnb’s involvement in detail.
