“You’re so good at this Mom thing—let’s have another… Cheers to the idea of Cinco!” Russell Wilson wrote to Ciara on Mother’s Day. No, it wasn’t a one-off playful message. He’s been pulling all kinds of social media stunts about growing their family, from joking about wallpaper colors for ‘Cinco’ to calling her Carnival dance clips a “mating call.” But Ciara warned, “Someone needs to take my husband’s phone. Do you know what I just went through?” Because that’s Russell Wilson these days—audibling from football plays to lobbies for “Cinco” with the persistence of a two-minute drill, only Ciara here has been cooking up something bigger than a diaper change.

On Tuesday, Ciara’s latest update has fans leaning in. Her latest collaboration with Airbnb comes at an opportune time. We say this because, ever since their stocks debuted on the Nasdaq in 2020, Airbnb shares surged to an all-time high with a bullish 14.5% after the company reported stronger-than-expected fourth-quarter earnings. A CBS report from Feb 14 estimated that the shares were up about 23% this year. In a letter to shareholders, the company released a promising statement: “We’re continuing to build on this momentum in 2025, executing a multi-year strategy to perfect the core service, accelerate growth in global markets, and launch and scale new offerings.” How much money and investment are we looking at? A $200 to $250 million! And that’s where someone as influential as singer, songwriter, and actress Ciara comes in.   

As promised, Airbnb, on Tuesday, launched its redesigned app, and it’s an update like no other. They are expanding beyond your basic homestays, where travelers now have the choice to book services, like catering and personal training, while seated at their home rentals. We don’t know whether Russell Wilson’s generous $10,000 Airbnb gift card when he played Santa during Christmas last year had a role to play in it, but Ciara was endorsing Airbnb with bells and whistles on. She dropped an Instagram post that read,

“Big thanks to @airbnb for having me at their Summer Release! They are rolling out some cool Experiences and Services You have to check out!!” 

This isn’t Ciara’s first time steering the brand wheel. She joined Ten To One Rum in 2021 as an investor and co-owner, taking charge of marketing and creative direction. And last Christmas, she and Wilson sent Pittsburgh’s offensive line custom Steelers Good Man Brand shoes, Louis Vuitton duffels, $10,000 Airbnb gift cards, and a bottle of that same rum—curated generosity with business baked in. 

From halftime shoutouts to holiday gifting, everything feeds back into the machine. The recent Airbnb collab is just another step in a playbook that favors long-term leverage rather than just an Instagram post for short-term likes. But given the timing of this one, you have to wonder—did she just take a leaf out of Mahomes’ book?

Patrick Mahomes wants to be your Sunday Funday coach—literally

If there’s anyone who knows how to turn downtime into a headline, it’s Patrick Mahomes. He said, “Teaming up with Airbnb to create the perfect offseason Sunday is a chance to share something special with the fans. We’re bringing together all the best parts of a Sunday funday — backyard games, authentic KC barbecue, and a little friendly competition — all in great company!” 

Mahomes’ “Sunday Funday” experience, hosted straight out of an Airbnb listing– a lush Kansas City estate, is a summer-ready mix of football drills, golf shots, beer pong, and Kansas City barbecue. Guests (and their plus-ones) get the full QB-1 treatment—complete with coaching from Mahomes himself and a trophy ceremony to wrap up the day. If it sounds over the top, that’s because it is. But when you’re Mahomes, being extra is just the brand.

It’s curated down to the last detail, clearly built to maximize fun and fan engagement. Take one look at the pictures released; the locker room welcome, the backyard games, the custom challenges—all of the sponsor savvy feels are made-for-Instagram. No, it’s not just a hangout; it’s a strategy. Mahomes has mastered the art of making his off-field moves feel as memorable as his no-look passes. And it might be catching on. Because just a day after his experience was announced, Ciara showed up at Airbnb’s Summer Release event with a pitch of her own—less field day, more luxury escape. Coincidence? Maybe. Or maybe she just saw a winning play and called her own audible.