Can we repeat a squad?

By Tom Bogaert · Reviewed on

Yes. And honestly: that's where it gets interesting.

One squad is a drop — a peak of visibility within a community at one moment. Repeat that across a season and it becomes a rhythm: your brand keeps resurfacing in the same sports community, at the moments that matter. That builds something a single activation can't, namely familiarity.

There are two ways to repeat. A Sunday Squad Season is three collabs over one season with a different squad each time: up to 75 sportfluencers, three spikes in the same community. Sunday Squad Ambassadors keeps the same squad and lets it carry on in rounds, with product and a fee. With repetition we also get sharper: by then we know which profiles perform, which sports respond and which message lands. Each squad makes the next one better. One drop is nice; a rhythm is strategy. Season or Ambassadors: the difference.

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Related questions

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 →

Are the sportfluencers in a collab already ambassadors of our brand?

Not yet. A collab is a one-off activation with no obligation afterwards. Sunday Squad Ambassadors is the next step: from the squad that delivered you assemble a group that carries on in rounds, with product and a fee. Afterwards on behaviour, not up front on reach.Read the full answer →

What is the difference between a Sunday Squad Season and Sunday Squad Ambassadors?

A Sunday Squad Season is more people: three collabs, a different squad each time, up to 75 sportfluencers. Sunday Squad Ambassadors is the same people for longer: one squad that receives new product in rounds, keeps posting and gets a fee for it. Launch → Season; consumable → Ambassadors.Read when to choose breadth and when the same faces →

What is community-led growth, and how does Sunday Squad do it?

Community-led growth: a brand grows through the people who already use it, not through bought reach. In software that's a forum; in sport it's the peloton. Sunday Squad does it in three steps: a collab (drop), a Sunday Squad Season (rhythm), Sunday Squad Ambassadors (relationship).Read why the buying decision is made in the peloton →

Does a longer collaboration with creators get cheaper?

Usually yes: 71% of influencers offer a discount for a longer collaboration rather than one-off posts (archive.com sector analysis, 2025). What you buy isn't volume pricing but less friction — the run-up per post disappears. The biggest gain is in substance: someone three months into the same shoes Read the full answer →
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