How do you start an ambassador programme step by step?

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Part of: Creator marketing

Do not start with an annual contract; start with a defined proof round. First decide what the programme must deliver, then test product fit and collaboration in practice, and only extend with athletes who prove both.

82%of creators name product quality and audience relevance as important when choosing a brand programmeCreatorIQ & Ipsos, Building Sustainable Partnerships, 2024Read why →
From goal to permanent squad
  1. Choose one primary goal. For example relevant awareness, creator content, product feedback or measurable sales.
  2. Define the ideal athlete. Sport, region, experience level, audience fit and possible category conflicts matter more than an arbitrary follower threshold.
  3. Define the exchange. Product, fixed fee, commission, deliverables, rights, timing and ad disclosure must be clear upfront.
  4. Run a first round. Give enough creative freedom to observe real behaviour, with clear facts and deadlines.
  5. Evaluate the evidence. Review product use, reliability, content quality, audience response and the chosen primary goal.
  6. Build the permanent squad. Invite only proven matches into another round and adjust the rhythm or brief based on what you learned.

Sunday Squad deliberately keeps discovery and retention side by side: collabs bring in new athletes, while Ambassadors builds with proven matches. The squad keeps evolving without restarting completely each round. From collab to ambassadorship.

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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 a brand ambassador programme?

A standing agreement between a brand and a group of people who keep showing the brand for longer, in exchange for an ongoing return: gifting, retainer (€200–€800/month for nano/micro), affiliate (10–20%) or hybrid. Sunday Squad Ambassadors: a squad of 25, product + fee per round, entry through a colRead the full answer →

How do you select brand ambassadors?

On behaviour, not on reach. The industry selects from existing customers, nano/micro profiles in the niche and top performers from a gifting campaign. At Sunday Squad the collab is that first step: after the posting window you know who used, delivered and fit; you approve the line-up. Nobody becomesRead the full answer →

How do you build an ambassador programme with amateur athletes?

Start with one collab, not with a programme: 25 amateur athletes use your product, you see who delivers, you assemble the ambassador group, choose rhythm and return, and run rounds. Amateurs have no manager or rate card, but a club and an audience that knows them.Read the full answer →

How many creators choose a brand based on product quality and relevance?

82% of surveyed creators consider product quality and audience relevance important when choosing a brand programme. Product fit matters more than reach alone.Read the full answer →
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