How does Sunday Squad Ambassadors differ from a brand-owned ambassador club?

By Tom Bogaert · Reviewed on
Part of: Creator marketing

A brand-owned club is one brand, one group, hand-picked and managed in-house. Sunday Squad Ambassadors is a squad from a network, selected on what they did in a collab, and managed by us per round. The difference is who does the work and what happens when the brand wants a second sport or a second city.

A good example is AA Drink's ALL ACTIVITY CLUB in the Netherlands: around 32 ambassadors, multisport, a varsity jacket as the badge, a Strava club as proof. It gets right everything we believe too: paying in product, measuring with Strava, local faces over reach. But it's one club, in one city, built by an experiential agency. If AA Drink wants a Belgian club tomorrow, recruiting starts from scratch. And keeping it running (recruiting, shipping, following up, replacing) is internal time that shows up nowhere as a campaign cost.

With us the network already exists: more than 1,300 sportfluencers, 900 of them in Belgium, across running, cycling, triathlon, fitness and padel. A squad for a new sport or region is a new round, not a new project. The selection is defensible (who delivered in the collab), the management is our operation, and the athlete belongs to the squad, not to the brand. That's why the same squad can also work for a second, non-competing brand. A club of 32 is a campaign; a network is what you need once it works and you want more. How many ambassadors a brand needs.

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Related questions

Do we have to find and manage the sportfluencers ourselves?

No. We find, screen, brief and chase the athletes; you get one curated squad to approve, one point of contact, one agreement and one service fee — not twenty-five separate email threads and reminders.Read the full answer →

Is there a list of your sportfluencers we can look at?

No, there is no browsable catalogue. A squad forms per collab: from sportfluencers who apply to your campaign, supplemented from our community (amateurs with 500 to ±25,000 followers) and targeted scouting. What you do get: the contours and cases up front, and after the matching a reasoned shortlistRead why a reasoned shortlist says more than a catalogue →

Can I be an ambassador for several brands at once with Sunday Squad?

Yes, as long as they don't clash: no direct competitor in the same category while the round runs. A gel brand and an apparel brand go together fine. At Sunday Squad you belong to the squad, not to one brand.Read which brands go together and which clash →

How many brand ambassadors does a brand need?

More than one, fewer than a hundred. One ambassador is a risk, a hundred is a campaign without a relationship. For a local sports community 10 or 25 is the workable middle; that's why Sunday Squad Ambassadors is a squad of 10 or 25. More than 25 becomes a second squad.Read the full answer →

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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