A group of 25 amateur sportfluencers who create and publish content for one brand at the same time. Not separate influencer deals one by one — a coordinated activation where all 25 sit in the same short posting period, each from their own sport and community.Read how 25 athletes activate a brand at once — and why it works →
Do I have to be a well-known influencer?
No. We work with athletes and sport creators from 500 followers on Instagram — what counts is that you genuinely train, that your audience sees it, and that your profile is public.Read why 800 real followers beat 50,000 fakes →
What do I have to do for my gear?
Just do what you already do: sport, and talk about it. No script, no mandatory hashtags. What we ask: that you actually use the product and that your audience sees it — honest and in your own words. That's the return.See exactly what the briefing asks of you — and what it doesn't →
What it is, how it works, and why it's not the same as influencer marketing.
My product is too expensive to put 25 units into a collab. Can we still run one?
Yes. For brands with a higher-value product we work with a smaller squad — say 10 sportfluencers instead of 25. The product's value helps set the squad size, and the squad is still chosen through over-subscription, together with you, so every unit reaches the right athlete.Read the full answer →
What did the WOWOW collab deliver?
Our very first squad, and immediately the proof: 25 sportfluencers, 64 pieces of content, 0% ghosting, +1,800 interactions (strongest profile 11.8% engagement) — and that in May, so a floor. WOWOW called the content “credible and authentic” and is looking at a follow-up.Read the full answer →
What does creator marketing cost in Belgium?
Three price brackets in the Belgian market: one micro-influencer (a few hundred up to €1,000 per post), a classic campaign with a handful of creators (€1,000–€5,000), or a macro-influencer/celebrity (€5,000–€25,000 per post). Sunday Squad doesn't charge per post but per collab: a package of 25 curatSee the three pricing models and their trade-offs →
What's the difference between creator marketing and influencer marketing?
Influencer marketing is about reach, creator marketing is about craft. Influencer marketing works with a few big names who mobilise their audience; creator marketing with several smaller creators who each serve their community from real expertise.Read when influencer marketing is actually the right choice →
Is Sunday Squad right for my brand?
Yes, if an athlete genuinely uses, tests or experiences your product — nutrition, apparel, equipment, recovery, tech, safety, events. Less of a fit if there's no use experience attached. The test: can someone take it into their training for a week and say something meaningful about it?Find out when a squad is less suitable for your product →
Does creator marketing work without cash payments?
A form of marketing where brands work with content creators — people who've built an audience around their craft or passion. The creator makes content about the product, in their own style, and shares it with their community.Discover how creator marketing differs from classic advertising →
What is a barter deal — and does it work for brands?
A barter deal is a collaboration where a brand gives product in exchange for content, no money. For brands it works as a selection on intent — not as cheap content. Condition: the product value (from ±€75–100) justifies the time, and the product fits what the creator already does.Read the full answer →
Does creator marketing work for smaller or niche brands?
Yes, and often better than for big brands. The logic — a large number of smaller creators, deployed in a coordinated way — naturally suits brands that don't need to reach half of Belgium but want to activate a specific community.Read why niche brands often outperform big budgets here →
How many creators do you need for a successful campaign?
No fixed number, but a fixed principle: one creator makes noise, twenty or more make signal. The old reflex 'grab one famous name' works for broad awareness, not for depth within one community.Read why it only becomes a signal above twenty →
How do you find the right creators for your brand?
Three routes, in increasing order of effort: search Instagram or TikTok yourself, work via a platform or database, or build a curated squad with a specialist. The right route depends on scale, budget and quality control.See the three routes to find creators — and their real costs →
Do major brands like Unilever and P&G also do creator marketing?
How do you measure the results of creator marketing?
There's no perfect attribution — anyone who promises it is selling something. The industry usually measures on four layers: reach, engagement, brand impact (lift studies, top-of-mind), and outcome metrics (sales, traffic, sign-ups). None stands on its own.Read why perfect attribution doesn't exist — and what you can measure →
What should the value of the product package be?
High enough to feel like a real reward. No fixed price, but our sportfluencer survey points to a guideline: from around €100 a package feels like a real reward, and in practice value usually lands between €100 and €200. A discount code feels like work; a full product feels like recognition.Read why a discount code is the worst product you can give →
Which products work best in a squad?
Products with a real moment of use: nutrition, apparel, shoes, accessories, recovery, tech, safety, bike/running gear, events. It's not the category that counts, but whether an athlete can integrate it into their training and has something to say about it.See which categories perform strongest in practice →
Is creator marketing only suitable for large brands with large budgets?
On the contrary. The Unilever model of 300,000 creators only makes sense at global scale. For most brands creator marketing works precisely at smaller scale: 25 creators serving your specific community.Read how the Unilever model works in reverse for smaller brands →
Does creator marketing replace classic media and advertising?
No — and it's not either/or. Classic media build reach, creator content builds repetition, squads build saturation within a community. Put everything on one layer and you miss the other two.See which layer does which job in a full media mix →
Is Sunday Squad right for a premium or niche brand?
Does sportfluencer content match my brand's visual identity?
Fit is a selection question. We curate creators on profile and aesthetic, not just sport and reach. A strong visual story requires a sharper-filtered selection — not a tighter brief.Read how curation determines style fit — not the briefing →
Do Sunday Squad collabs work alongside broader influencer or media campaigns?
Yes — often the strongest setup. A squad doesn't replace other marketing; it's a layer that adds simultaneous voices within one community. It works alongside a hero campaign, via an agency, or on top of always-on creator activity.See the three setups where a squad works alongside other marketing →
When should we not do a squad?
Don't do it if you actually want perfect ad visuals, full script control or guaranteed short-term sales — then you want a media buy, not a squad. A squad works because it feels real, and that means letting go of some control.Read when a media buy is the better choice than a squad →
Can we approve the content in advance?
Not sentence by sentence. But within clear boundaries: core message, do's and don'ts, and required or forbidden claims — especially for nutrition, supplements, safety or performance. Within those lines, sportfluencers make content in their own style. You steer on boundaries, not on sentences.Read how we guard content guardrails without taking over control →
Can we ask for exclusivity within our category?
Yes, provided it's in the briefing up front and fairly bounded on three dials: category, region and period. A fair, limited exclusivity is open for discussion; an open-ended block or a category so broad it locks an athlete out everywhere scares off exactly the profiles you want.Read the three parameters that make exclusivity fair and bounded →
How many products do we need to provide?
Standard is 25 product packages (one per sportfluencer), plus three to five spares for size swaps, damage or a late replacement. With a different squad size it scales accordingly; we agree the exact number up front.Read why the reserve packs are not optional but essential →
Can we work via our marketing agency?
Yes — directly with the brand or as an activation layer alongside your agency. If you have a media agency or agency-of-record, a squad collab fits as a targeted module in the plan. We coordinate directly: briefing, timing, style and reporting through one line.Read how coordination through an agency works in practice →
What do we as a brand need to provide to start?
A sharp briefing: product, audience and sport, region, timing, core message, no-gos, and what you want to do with the content (organic or also ads). You provide the direction, we build the squad.See the full briefing checklist: what we need at minimum →
What stops an athlete from keeping the product and posting nothing?
No ironclad guarantee — but non-delivery is the exception, by design. We select on intent, the squad posts simultaneously so sitting still stands out, and the Captain follows up. In our pilot, 100% of selected athletes delivered.Read the full answer →
Can a brand from abroad work with Sunday Squad?
Yes. You don't have to be a Belgian brand. Our squads are mainly in Belgium for now, so a foreign brand wanting to reach the Belgian sports community is in the right place. A squad in your own country is possible but needs building first — we're upfront about that.Read how an international brand reaches the Belgian sports community →
What is ghosting and why is it a problem?
Ghosting is when a creator accepts a collaboration or free product and then disappears — no post, no message. You've already incurred the costs before anything comes back. In classic product seeding it's the norm: 59% of marketers run into it.Read what ghosting is and why it makes seeding unreliable →
What does a collab with a Sunday Squad cost?
A collab with a Sunday Squad starts from €2,500: we attract new sportfluencers, invite them and announce the collab. Content rights are included; whitelisting is arranged separately. The price further depends on shipping (who, how, where), size and duration — hence "from".Read the full answer →
Does barter content have to be labelled as advertising?
Yes. A free product counts as a benefit, so the post is advertising — whatever the value. That requires a clear label ('Reclame' or 'Advertentie'), and as the brand you're co-responsible. With us, that obligation is built into the terms every sportfluencer accepts.Read the full answer →
What's the difference between reach and traction?
Reach is how many people see your content; traction is whether they react, tag each other and ask where to buy it. One influencer can have more reach, but a squad posting at the same time sets traction in motion — a campaign that gets talked about, not just watched.Read the full answer →
Are the sportfluencers in a collab already ambassadors of our brand?
No, and by design. A Sunday Squad collab is a one-off activation: a squad posting together around a single moment — a sharp spike, no yearly commitment. An ambassador carries your brand over a longer period; that's a separate track.Read the full answer →
Can an ambassadorship grow out of a collab?
Yes. A collab is the ideal audition: you see which athletes deliver, fit your brand and reach their audience — behavioural data, not a promise. From that proven group a paid, year-long ambassadorship can grow, with size and rhythm set per brand.Read the full answer →
Do we have to find and manage the sportfluencers ourselves?
No. We find, screen, brief and chase the athletes; you get one curated squad to approve, one point of contact, one agreement and one service fee — not twenty-five separate email threads and reminders.Read the full answer →
Why do all the sportfluencers post at the same time?
Because posting at the same time turns separate posts into one moment. Twenty-five athletes posting over the same weekend within the same community create local saturation — your brand feels like it was already there, not like it arrived through an advert.Read the full answer →
Questions others asked too
Do I get paid as a sportfluencer at Sunday Squad?
Not in cash. You get the brand's product as the reward for your content — no fee, no transfer. Cash attracts creators who monetise; product attracts creators who want to use the brand. What you get exactly is always set out up front in the briefing.Read what you concretely get in return for your content →
Can I still work with other brands on the side?
Yes. Sometimes a brand asks for a non-compete for competitors in the same category — that's stated explicitly in the briefing. For other brands in other categories you stay completely free.Read how ethics apply when the briefing contains no ban →
Do you only work in Belgium?
Mainly Belgium — Flanders and Brussels. For specific collabs we can also activate the Netherlands or France, but the centre of gravity is here.Read when we activate outside Belgium too →
What if I don't do Hyrox but crossfit or pilates?
No problem. We curate on multiple axes — sporting fit, content quality, community engagement, lifestyle style — not just one discipline. A crossfitter or pilates creator can fit a running brand perfectly.Read how curation criteria work when sport isn't the only axis →
We're not accountants. Roughly: a product or experience from an occasional collab isn't treated as salary. If it becomes structural and high in value, run it past your accountant. We always communicate the retail value up front.Read how the tax picture looks in practice →
The brand's product — a gear set, race ticket, event access or exclusive drop, depending on the collab. The retail value is always set out up front in the briefing. The product is yours to keep: no return label, no expiry date.Read why the product is the reward — not a fee →
How do I refine or expand my content idea after applying?
Through your account: log in, open the collab, go to Application, edit the Content idea field and click Save changes — you can do this until we make the selection. Keep it concrete and on-brand. Already selected? You can still adjust, as long as your content stays within the briefing.See the step-by-step flow to refine your application →
Yes — it's literally why you're asked. Your audience believes you precisely because you don't sound like an ad. "Sits well on long runs, less on intervals" is more credible than "best product ever". Honest does mean fair, concrete and respectful, though.Read how honesty increases the commercial value of your post →
Why should I apply if I'm not guaranteed to be selected?
Because one application puts you in view not for one collab, but for all the next ones. Your profile stays in the pool; selection is about fit, and fit varies per campaign. Not being chosen says something about the match of that moment, not about you.Read how your profile stays in the pool for all future collabs →
Can I improve my chances of being selected?
Yes: keep your profile complete, post real sports content regularly, respond quickly to invitations and only say yes to collabs that genuinely fit. It's cumulative — whoever fits well, delivers on time and communicates honestly becomes more interesting for future squads.Find out what really counts in selection — and what doesn't →
Can a brand contact me directly after a collab?
It can, and there's nothing wrong with that as such — Sunday Squad doesn't claim you. Just mind the agreements still running (content rights, any exclusivity): those hold as long as the collab runs. A new, separate deal beyond that is between you and the brand.Read what is and isn't allowed after a collab ends →
What kind of brands will I encounter at Sunday Squad?
Sports brands in the broadest sense: nutrition, apparel, shoes, accessories, recovery, tech, safety, events. From challengers to names you know. You're matched on what fits your sport and style — not every brand fits every athlete, and that's exactly the point.Read how you get matched to the right collab based on your sport →
What if the product doesn't fit or arrives late?
Tell us right away and we'll sort it — wrong size, damaged or not yet arrived, that's what spares and margins are for. But we only know once you say so. The practical side has to be right before you can make good content.Read how product issues get resolved without becoming your problem →
When is my collab properly finished?
When you've posted the agreed content within the timing, shared your results and supplied the links or screenshots. Then it's done — no hidden yearly contract. You keep the product, the content stays yours.See the concrete steps that determine when a collab is truly done →
What if I'm sick, injured or traveling during the posting window?
Let us know as soon as possible — that solves nearly everything. We shift the timing or activate someone else. What we can't solve is silence: disappearing without a word is the fastest way to not be asked again. One message is enough.Read when you can request a replacement or postponement →
Can I be in multiple Sunday Squad collabs at the same time?
Yes, in principle. Different categories (running and cycling): fine. Two running brands at once: no — we don't want your audience seeing you promote two competing products.Read when multiple simultaneous collabs cross the line →
Do I get feedback on my content?
At campaign level always: after a collab we share what the squad as a whole delivered. Individual feedback isn't standard — the squads are too big for that. But whoever delivers strong, reliable content stands out and comes into view more easily for future squads.Read when you do get feedback — and from whom →
Do I have to post every week?
No. There's no weekly schedule and no fixed number of posts per month — Sunday Squad works per collab, not per calendar. You only commit once you're selected for a collab; then you deliver a few posts within an agreed window, and after that it's done.Read what a collab commitment looks like in practice →
Why does my profile have to be public?
Because curation runs on what's publicly visible: that you really train, what your content looks like, how your community reacts. On private, we — and the brand — see a closed door, and you drop out for the wrong reason. Think of it as your shop window, not your diary.Read why a private profile eliminates you for the wrong reason →
I don't speak Dutch. Can I still join?
Yes. Not every collab is in Dutch — which language is required is set per collab in the briefing. Some brands want Dutch, others French or English, and for some it doesn't matter.Read which collabs also run in French or English →
Am I welcome if I'm not Belgian?
Yes, you're welcome wherever you live. Our focus is on Belgium for now, so not every collab will fit your country — we'll simply let you know. Other countries are coming; whether a collab is open to your region is in the briefing.Read how we let you know when a collab doesn't (yet) fit your country →
What should be in my profile?
Enough to show who you are as an athlete: your sport(s) and training frequency, region, socials and content style, sizes where relevant, and your interests or sports data. No CV needed — but an empty profile matches poorly.See the profile checklist: what helps us most to match you →
Why do you work in squads of 25?
Because 25 athletes posting at the same time create local saturation inside a community — something one stray post never does. It tips from advertising to "everyone around me uses this". And you don't post alone, but alongside 24 others who live the same sport.Read the full answer →
Do followers from abroad count in the selection?
They count — what matters is your community and your fit, not the postcode behind your followers. An international audience isn't a minus; for a Belgium-focused collab an engaged Belgian community weighs more. One factor, not a barrier.Read how engagement and fit outweigh the postcode of your followers →
I already work with brands that compete with your clients. Can I still join?
That's possible, depending on the collab. Some brands ask for a temporary non-compete during the posting window — stated up front in the briefing. Others don't. We select on sports fit and content quality, not on how clean your portfolio is. Register or follow us on socials to stay up to date on newRead how non-compete and existing collaborations relate →
How does my shopping credit work and how do I pick my Vandal kit?
You get shopping credit for the The Vandal webshop and pick your own kit — no fixed package. Note: your code works on the own collections, not on their brand collabs. Once the squad is confirmed you get a personal code; The Vandal ships directly. Then you post 1 reel + 1 story within two weeks.Read the full answer →
Do I have a better chance of being selected if I've done a Sunday Squad collab before?
Sometimes yes, sometimes no — it depends on how that previous collab went. After each collab we evaluate: deliver well and it counts in your favour; drop out or deliver half-heartedly and it weighs the other way. And it stays just one criterion alongside fit, content idea, reach and engagement. We cRead the full answer →
What kind of content can I make for The Vandal?
Anything where you're genuinely moving outdoors and The Vandal fits in naturally: your Sunday ride, a gravel trip, a morning run, your outfit at the coffee stop. No script — your own sport and tone. At least 1 reel or feed post + 1 story within two weeks of your package; authentic beats perfect.Read the full answer →
What is a main sport and can I only choose one?
Your main sport is the first thing your profile says about you — the sport you actually do. You pick one and can still add other sports alongside. A collab matches on what you genuinely do, so make your main sport sharp; the rest of your sports simply stay on your profile.Read the full answer →
Do I have to be a top or professional athlete to take part?
No, on the contrary — we work with amateur and lifestyle athletes, not pros. No podiums or race results needed. What counts is that you genuinely train, post about it regularly, and have an audience that reacts. Not your level, but your content.Read the full answer →
Can I choose any product from the webshop?
Not always everything — you choose within what the brand opens up for the collab. Limited editions, the brand's own collaboration drops and discounted items tend to fall outside it. What's included is in the briefing or you'll notice it from your code. Not sure? Ask your Captain before you order.Read the full answer →
How do I become a brand ambassador or sportfluencer with Sunday Squad?
You join as a sportfluencer, not a classic ambassador. Register, complete your profile and apply for a collab with your own content idea — no yearly commitment, no big reach needed. Those who deliver and fit can grow into a paid year.Read the full answer →
Can I work with multiple brands, or am I tied to one?
You're not tied to anything — a collab is one-off, and afterwards you're free to work with other brands. The only logical limit: within one running collab you don't post for a direct competitor at the same time. A paid ambassadorship does have bespoke terms.Read the full answer →
Won't I disappear among the others in a squad?
No, usually the opposite. Because the whole squad is visible at the same time, the moment gets more attention and you're right in the middle of it — not as a stray advert, but as part of a group. Your content stays yours.Read the full answer →
What are the next steps after I apply for a collab?
After you apply comes the selection: we and the brand pick the squad based on your application and your profile. If you're chosen, a short briefing follows, you get the product or shop credit, you create your content and wrap up with a quick recap. Keep posting between applying and selection — an acRead the full answer →
Collabs
How long does a Sunday Squad collab run?
The active posting window is typically 2 to 3 weeks from the moment you receive your products. No yearly commitment: you get a briefing, you post your content, you share your results, done.See the full timeline from sign-up to reporting →
How much do I have to post?
Usually 1 story + 1 reel. How much it becomes depends on the value and duration of the collab — the brand can ask more or less, always briefed up front. Enthusiastic athletes often do more: win-win-win for brand, athlete and Sunday Squad.Read how the collab value determines how much you post →
Does everyone who applies for a collab get selected automatically?
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 a sportfluencer doesn't post (on time)?
We carry that risk. Curation up front, agreements in the briefing, follow-up during the posting window and back-ups from the same pool — plus an honest completion rate afterwards: how many of the 25 actually delivered.Read how the three layers of risk management work in practice →
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 are the content rights for brands?
Set per collab — one of the value elements that determines whether a collab clicks or not. Standard is 12 to 24 months, organic and paid, limited to the country where the collab takes place. OOH, TV and longer use are separate modules. Content rights are not whitelisting — access to the athlete's adSee the standard package: duration, usage, OOH and what it costs →
What if a sportfluencer is negative about the product?
It can — and it's exactly what makes a squad different from an ad. The same honesty that makes your content credible sometimes produces a critical note. We keep the risk small with good fit and clear expectations up front; structural criticism isn't a disaster but free product research.Read how good curation upfront makes a negative post almost impossible →
Do we get to see the squad before product is shipped?
Yes. Before a single product ships, you get the curated squad for review — matching framework, score and rationale per profile — and you have the final say on the line-up. Want to swap? We do it together, with a replacement from the same pool, so the squad stays in balance.Read what the squad review shows — and how you lock in the line-up →
How do you handle product shipping to the athletes?
Two options: bulk to Sunday Squad and we distribute (~€6-9 domestic per package, charged at cost), or directly from brand to athlete with an address list from us. No fixed rule — we put both options on the table with a concrete cost estimate.See the two shipping options with concrete cost estimates →
Can we repeat a squad?
Yes — and that's where it gets interesting. One squad is a drop; repeat it across a season and it becomes a rhythm that builds familiarity. Each squad makes the next one sharper, because we learn which profiles, sports and messages land.Read how repeating a squad builds familiarity over seasons →
Can we learn which sports community works best for our brand?
Yes — every squad is an activation and a measurement at once. You see which profiles, sports and messages land, and across several communities where your brand gets the most traction. Market research with sweat on it.Read how every squad is also market research about your community →
Who manages the sportfluencers during the collab?
We do. You have one point of contact, not 25. We watch the timing, remind where needed, answer athletes' questions and track who delivered what. The effect of 25 voices without the logistics of 25 contacts.Read what we do while the posting window runs →
What do we get after a squad?
A recap of what the squad actually delivered: content with links, reach and completion rate, engagement signals, and learnings + recommendations. We report on the cautious side — better an honest number than a pretty one.See what's concretely in the recap — and how we report →
Micro-influencer marketing
What micro-influencers are, what they cost, and why the sports approach differs from classic influencer deals.
What is the difference between a micro-influencer and a macro-influencer?
Micro-influencers (1,000–100,000 followers) have a smaller but sharper audience than macro-influencers. The difference isn’t in the number but in the relationship: micro-influencers build an audience around a specific niche, leading to higher engagement and more precise relevance per recommendation.Read why the number says less than the relationship behind it →
What is a sportfluencer?
A sportfluencer is an amateur athlete who creates content as a by-product of their sporting life, not an influencer who uses sport as a theme. That produces a smaller but sharper audience — people who actually train and would buy the product. The sporting content needs to set the tone; the rest of tRead how the distinction from a lifestyle influencer determines the result →
Does micro-influencer marketing actually work?
Micro-influencer marketing works — but fails systematically with wrong creator selection or when content is stripped from the context that made it credible. The right benchmark isn’t reach but delivery rate: were the posts actually made, by the right people, in the right context?Read when micro-influencer marketing fails — and why →
How much does a micro-influencer campaign cost in Belgium?
Micro-influencer campaigns in Belgium work with cash per post (€150–€600 per Reel), product seeding (from €75–100 product value per creator), or a hybrid model. The real cost also lies in curation, briefing and follow-up — not just the fee itself.Read the full answer →
Does creator marketing work differently for sports brands?
For sports brands, creator marketing is a credibility test: athletes aren’t looking for inspiration but for proof that a product works in real conditions. That proof comes from a sportfluencer who actually uses your product — not someone who poses with it.Read why athletes look for proof — not inspiration →
What is the difference between UGC and creator content?
UGC is spontaneous, uninvited content from ordinary users. Creator content is invited and deliberate, but made in the creator’s own voice on their own channels. Sunday Squad works with creator content from amateur athletes: invited, curated for fit, posted from their own accounts within their own coRead when UGC is the better choice over creator content →
Why does creator content outperform production photography?
Production photography asks the viewer to believe. Creator content lets them recognise. An amateur athlete using your product in a context the viewer knows shortens the mental step from product to purchase — something a glossy studio shoot structurally cannot do.Read why recognition hits harder than a well-produced photo →
What is user-generated content (UGC)?
UGC is content people create spontaneously about a brand, without payment or invitation. The market now uses the term for paid, directed content that mimics the UGC aesthetic. Sunday Squad sits in between: our athletes receive product, not cash, and post from their own accounts within their own commRead how UGC differs from paid content and why that matters →