How long does an ambassador programme run?

As long as the product gives reason to. In the industry an ambassador programme runs six months to three years, and programmes that work get extended: Sephora reports that around 80% of its ambassadors continue into year two. A fixed duration up front is usually a contractual habit, not a substantive choice.

That's why Sunday Squad Ambassadors doesn't work with a fixed duration but with rounds. A round is one product or drop, one posting window, one report. The rhythm follows the product: monthly for consumables (nutrition, care, wax), quarterly for drops and collections, per season for apparel. After every round you choose again, and so does the squad. Whoever continues does so because it fits, not because a contract still has six months to run.

What we do recommend: at least three rounds. One round is a collab. Two rounds show whether the same faces get recognised. From three onwards you see the effect that matters: a sports community that starts taking your product for granted. How a round works, and how long a single collab runs.