How many brand ambassadors does a brand need?

More than one, fewer than a hundred. One ambassador is a risk: if they go quiet, your programme goes quiet. A hundred is a campaign without a relationship. For a local sports community, 10 or 25 is the workable middle, and that's no accident.

With 10 sportfluencers you have a group you can follow up and that knows each other. With 25 you reach, within one sport and one region, the point where people see your product with several people at once: the runner, the cyclist and the padel player in the same city. Large ambassador programmes (Lululemon, On, Athletic Brewing) work with hundreds, but spread across countries. Per city it comes down to the same thing.

That's why Sunday Squad Ambassadors is a squad of 10 or 25, never one face. The number per brand depends on your product and your region: a consumable for all of Flanders carries 25, a niche brand in one sport sometimes 10. More than 25 becomes a second squad, not a bigger one. Why we work in squads of 25, and how many creators you need for a campaign.