Can you combine influencer marketing with an ambassador programme?

By Tom Bogaert · Reviewed on
Part of: Creator marketing

Yes, and the industry recommends exactly that order: first test broadly with influencers, then turn the best performers into ambassadors. Influencers give speed and reach, ambassadors give trust and repetition. One doesn't exclude the other; one is the audition for the other.

At Sunday Squad that combination is a ladder with three rungs. A collab is the broad test: 10 or 25 sportfluencers, one drop. A Sunday Squad Season repeats that three times with different faces, for brands that want breadth. Sunday Squad Ambassadors keeps the same squad, for brands that want depth. You can step on at any rung and take two rungs at once: an ambassador squad carrying your brand plus a collab with new faces in another sport.

What we don't do is put a well-known face on top of the squad. A macro-influencer next to 25 amateurs changes the dynamic: the squad becomes scenery. If you want big reach on top, do that in a separate campaign, with another agency if need be, and let the squad do what the squad does: put your product into a community where it stays. Do collabs work alongside broader campaigns?, and Season or Ambassadors.

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Related questions

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 grows Sunday Squad Ambassadors: rounds with product and a fee, with size, rhythm and duration set per brand.Read the full answer →

What is the difference between a brand ambassador and an influencer?

You hire an influencer for a moment; you build a relationship with an ambassador. Duration (weeks vs months), basis (reach vs credibility), content (campaign vs ordinary life), exclusivity, goal and compensation follow from that. At Sunday Squad the ambassador comes out of the collab: the squad thatRead the full answer →

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 →

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 →

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 →
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