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 →