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, 25 is the workable middle, and that's no accident.

With 25 sportfluencers 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. It stays a group you can follow up and that knows each other. 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 25, never one face. If that doesn't fit your product or your region, we'll talk about it. 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.