Zilch
AMBASSADOR ASSESSMENT · 2026/27
ZILCH × ARSENAL

Ambassador
decision room.

An Instagram-led look at Arsenal’s men’s first-team squad, designed to help Zilch identify the strongest ambassador options for 2026/27.

EXECUTIVE SUMMARY

Who should Zilch prioritise as an Arsenal ambassador in 2026/27?

This report compares the 20 Arsenal players still in consideration. The shortlist balances three equally weighted measures: the percentage of each player’s audience based in the UK, their engagement rate and their Audience Authenticity Score.

Best overall balance: Ethan Nwaneri, Myles Lewis-Skelly, David Raya, Declan Rice and Ben White. Bukayo Saka remains the strongest option for scale, but his lower engagement rate puts him just outside the overall top five.

HOW PLAYERS ARE SCORED 3 factors UK audience % + AAS + engagement rate, with equal weight given to each
TOP-LINE SUGGESTIONS

Strongest overall fit for Zilch

The overall score is the average of UK audience %, AAS and engagement rate. Choose a player to see the full breakdown.

* A note on playing time: Ethan Nwaneri spent last season on loan and is not guaranteed regular minutes. Myles Lewis-Skelly ended the season strongly but is still likely to be used as a rotational player.
28player profiles reviewed

The full starting list, including the players who were later ruled out.

20players shortlisted

Eight players were ruled out because they are unlikely to play regularly, may leave Arsenal or are too young for the campaign.

20complete audience profiles

A full Instagram audience report is available for every shortlisted player.

19with UK audience data

Age, gender, interests and AAS data are available for all 20 players.

PLAYERS NOT CONSIDERED

Why eight players were left out

They still appear in the player explorer so it is clear who was reviewed and why they were excluded.

INSTAGRAM ANALYTICS DATA

Compare every player by UK audience, quality and engagement

All 20 shortlisted players have a full audience profile. A UK audience percentage is available for 19 of them.

CAMPAIGN FIT

Overall fit for Zilch

All 20 shortlisted players are included. The overall score gives equal weight to UK audience %, AAS and engagement rate.

UK audience %+AAS+Engagement rate÷ 3= Overall score
ALL 28 PROFILES

Player explorer

Choose a player to see their audience, engagement and demographic data, along with any gaps in the report.

HOW TO READ THIS REPORT

What the numbers can—and cannot—tell us

01

Engagement rate

Engagement shows how actively an audience responds to a player’s content. It can change with posting frequency, transfers and individual high-performing posts.

02

Follower numbers

Follower counts are a useful guide to scale, but audiences will overlap across players and the headline number does not show where followers are based.

03

Estimated UK following

We multiply total followers by the UK audience percentage. This gives a useful estimate, but it should not be treated as guaranteed campaign reach.

04

AAS and demographics

AAS is an estimate of audience quality and authenticity. It is a useful guide, but a high score does not guarantee engagement, sales or UK relevance.

What data is available

All 20 shortlisted players have a complete audience profile. UK audience percentages are available for 19. Ødegaard’s UK audience is 2.81%, although it does not feature in his top five countries. Piero Hincapié has age, gender, interest and AAS data, but no UK percentage was returned. Both profiles were processed near the end of a large API request, when country-level results can sometimes be incomplete, so Arsenal should confirm their UK figures using its backend Instagram analytics.

Player market values have been converted from euros to pounds using the ECB reference rate for 14 July 2026 (€1 = £0.85215) and rounded to the nearest £0.1m.