Squads of micro-sportfluencers
Authentic content for brands that fit an active lifestyle.
Made by squads of selected micro-sportfluencers, with the stories, rituals and personality of their own sport world.
The squad
Your brand, worn by real sportfluencers.
A glimpse of the squad. Every athlete is verified by us.
Squads of micro-sportfluencers
Every brand needs a squad
People trust people they follow on their social media.
Content created by our squads of sportfluencers outperforms polished brand content. Every single time.
Content created by our squads of sportfluencers outperforms polished brand content. Every single time.
Micro-influencer squad
Brands that already worked with us
They got it faster than we could say it
Reflective clothing, cycling kit, chain wax, a rowing game, sports nutrition. Each brand gave a squad a briefing, a deadline and a product pack, and left the rest to us.
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Reflective clothingRunning & cycling -
Cycling kitCycling -
Chain wax kitCycling -
Indoor rowing gameRowers & fitness racers -
Endurance nutritionEndurance sport -
Sports nutritionEndurance sport
Why always on
Always on is the rhythm
A collab puts 25 sportfluencers in the same short window talking about your brand: the feed fills up, the reactions come in, and then it stops. Always on solves the stopping. Every collab brings a new squad, or the best of the previous one back with new product, and a fixed number of posts that is set before the first box leaves the door. You see the difference in your own channels, in social search and in AI search.
In your own channels
Content from real training sessions and races, or straight from life. Different creators, different angles, a wide range of creativity.
With the rights to use it in your own channels. And optionally in ads.
In social search
Anyone searching for your product on Instagram, YouTube or TikTok finds athletes using it, not just your own account. Our sportfluencers show the product in real conditions. Authentic, and therefore credible.
In AI search
Search engines, LLMs and AI assistants have more and faster access to what people post on their socials. A steady stream of UGC mentions becomes crucial.
Wowow case · sportfluencer UGC content
This is what a guaranteed UGC content package looks like.
For Wowow, 25 sportfluencers chose the collab themselves, in exchange for products they picked with their own shop budget. It produced 64 pieces of content, filmed during real training sessions. No studio, no script: content that's ready for your own channels.
Wowow
+100
Insights on influencer marketing
Ideas and insights for brands working with sportfluencers.
UGC: value beyond the collaboration
Google’s UGC Fresh Data Program highlights the importance of real user experiences. What changes, and how can good content remain useful after a collaboration?
25 marketers, five minutes
Why a squad does more than one sportfluencer
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Amateur athletes are micro-brands, not an audience
Brand managers often think pros are brands and amateurs the audience. But every amateur-sportfluencer with 2,000 followers is also a brand — just different. -
How brands choose a sportfluencer today
Brands pick pro-sportfluencers less on results, more on Instagram-vibe. With micro-sportfluencers it's mostly vibe — and the occasional medal. -
Unilever rules that 300,000 influencers, celebrities and TikTokers are the voices that matter
In March 2025, Unilever's new CEO — an ex-CFO, which matters — announced that 50% of the marketing budget would shift to social and influencers. A year later, the first results are in. What does it mean for the market, and where does Sunday Squad fit in?
FAQ
Frequently asked questions
The questions brands ask us most, answered briefly.
What is a Sunday Squad?
A squad of 25 amateur athletes creates content for one brand at the same time. Everyone shares from their own sport and community, within the same agreed posting period.Read how 25 athletes activate a brand at once — and why it works
What is a sportfluencer?
A sportfluencer is an amateur athlete who creates content from their sporting life. Sport comes first and attracts an engaged audience who also train. Other interests can still have a place on your profile.Read how the distinction from a lifestyle influencer determines the result
Is Sunday Squad right for my brand?
Yes, if an athlete genuinely uses, tests or experiences your product. From our collabs: reflective wear, energy gels, chain wax, a rowing game. But also coffee, a mattress, bike insurance. Less of a fit without use experience. The test: can someone take it into their routine for a week and say sometFind out when a squad is less suitable for your product
How long does it take from briefing to a live collab?
Count on four to six weeks from signed briefing to first posts: application window (1-3 weeks) → curation + squad review (5-7 working days) → shipping (a few days to a week) → posting window (2-3 weeks). Working toward a fixed date, we count back.See the full timeline in weeks, from briefing to first posts
What if there are fewer than 25 applications?
Then we don't just pad it out. An honest squad of 20 that genuinely fits is worth more than 25 with five dragged-in profiles. Two levers: parallel scouting to top up the pool, and honest course-correction (smaller, wider region, different timing) if it really can't be filled.Read how we adjust when the number doesn't reach what it should
What should the value of the product package be?
High enough to feel like a real reward, but there is no fixed product value: it must fit the content requested. As an indication, our sportfluencer survey says a package feels like a reward from ~€100 (usually €100–200). That is separate from the package price of at most €100 excl. VAT, which does nRead why a discount code is the worst product you can give
Want to know more?
Want UGC content without the hassle?
The process, our cases, our guarantees: as a brand, it's important to know exactly who and what you're placing your trust in.