Question 1

How long does a Sunday Squad collab run?

Tom Bogaert · Accepted Answer

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.

Question 2

How much do I have to post?

Tom Bogaert · Accepted Answer

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.

Question 3

Does everyone who applies for a collab get selected automatically?

Tom Bogaert · Accepted Answer

No. Every collab has 25 spots and we select on sporting match, content quality and engagement — not just follower count. You can't lose by applying; you can only get selected.

Question 4

What if a sportfluencer is negative about the product?

Tom Bogaert · Accepted Answer

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.

Question 5

How long does it take from briefing to a live collab?

Tom Bogaert · Accepted Answer

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.

Question 6

What if there are fewer than 25 applications?

Tom Bogaert · Accepted Answer

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.

Question 7

What if a sportfluencer doesn't post (on time)?

Tom Bogaert · Accepted Answer

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.

Question 8

How do you handle product shipping to the athletes?

Tom Bogaert · Accepted Answer

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.

Question 9

Do we get to see the squad before product is shipped?

Tom Bogaert · Accepted Answer

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.

Question 10

What are the content rights for brands?

Tom Bogaert · Accepted Answer

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 ad

Question 11

Can we repeat a squad?

Tom Bogaert · Accepted Answer

Yes — and that's where it gets interesting. One squad is a drop; repeat it and it becomes a rhythm that builds familiarity. That can be a Sunday Squad Season (three collabs, a different squad each time) or Sunday Squad Ambassadors (the same squad, in rounds). Each squad makes the next one sharper.

Question 12

Who manages the sportfluencers during the collab?

Tom Bogaert · Accepted Answer

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.

Question 13

Can we learn which sports community works best for our brand?

Tom Bogaert · Accepted Answer

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.

Question 14

What do we get after a squad?

Tom Bogaert · Accepted Answer

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.

Question 15

How does a second round work with Sunday Squad Ambassadors?

Tom Bogaert · Accepted Answer

Faster: of the eight weeks of a first collab, four disappear, because applications, search and selection are no longer needed. Round 2 is briefing, squad confirmation, shipping with fee, content and report.

Question 16

How do you measure the results of an ambassador programme?

Tom Bogaert · Accepted Answer

Per round, on three layers: what was made, what it did, and who came back. The industry measures content, engagement, codes and revenue; the third number, repetition, sets a programme apart from a campaign. Sunday Squad Ambassadors reports per round, with comparison and the share of the squad that t

Question 17

How do you measure community-led growth?

Tom Bogaert · Accepted Answer

By what comes back, not what passes by: how many members take part again (retention), how many people start talking about your brand of their own accord, and how many new members come in through existing ones. Sunday Squad Ambassadors reports those three per round. 20 of 25 coming back is adoption,

Question 18

Do brands work with the same creators more than once?

Tom Bogaert · Accepted Answer

Yes, and increasingly: 63.2% of brands work with the same influencers again, up from 57% in 2022 (archive.com sector analysis, 2025). What brings them back is that the second time is cheaper in everything except money — the creator already knows the product. There's a limit: four seasons of the same

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