Which brands in Belgium work with sportfluencers as ambassadors?

By Tom Bogaert · Reviewed on
Part of: Creator marketing

Fewer than you'd think, and that's the opportunity. The well-known ambassador programmes in sport are international: On, Gymshark, Lululemon, Athletic Brewing. In the Benelux the most visible example is AA Drink's ALL ACTIVITY CLUB, a brand-owned club of 32 ambassadors in Rotterdam. In Belgium hardly anyone works structurally with amateur athletes as ambassadors; brands do one-off influencer deals or sponsor a club.

Through Sunday Squad, six brands have by now activated a squad of sportfluencers: WOWOW (reflective sportswear, the first squad of 25), Cyclowax (chain wax, squad of 10), The Vandal (cycling apparel), RocketFuel Endurance (sports nutrition), Zolder42 (marathon on the Zolder circuit) and EXR (training platform for indoor rowing). Each time a collab as the first round; the brands with a consumable are the candidates for Sunday Squad Ambassadors.

What those six have in common: a product you take into training and have something to say about after use. That's the test that counts, not the size of the brand. What the WOWOW collab delivered, and whether Sunday Squad suits your brand.

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Related questions

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 →

What is Cyclowax and where is it made?

Cyclowax is a Belgian brand making the most advanced hot wax system for bike chains, hand-assembled in Ghent. A patented wax system instead of oil: your chain stays clean and fast, without degreaser or PFAS. Official partner of World Tour team Lidl-Trek.Read what Cyclowax is and how the system works →

What is Wowow and where is it made?

Wowow Reflective Wear is a Belgian brand from Aalst that has made reflective clothing and accessories for cyclists, runners and pedestrians since 2004. The core is visibility: retroreflective materials that stand out in the dark, from vests and jackets to shoe covers and LED.Read what Wowow is and where it comes from →

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 is an athlete ambassador programme?

An ambassador programme in which athletes, not creators or well-known faces, carry a brand for longer (On, Athletic Brewing, Gymshark). The industry aims at pros and big sports creators; Sunday Squad Ambassadors is the same programme for amateurs with 500 to 10,000 followers who know them.Read the full answer →
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