What is the difference between a Sunday Squad Season and Sunday Squad Ambassadors?

By Tom Bogaert · Reviewed on
Part of: Creator marketing

A Sunday Squad Season is more people, Sunday Squad Ambassadors is the same people for longer. That's the whole distinction; the rest is detail.

A Season is three collabs spread across a sports season, each with a different squad of 10 or 25 sportfluencers. Three drops, three posting windows, up to 75 different athletes showing your brand, with one fixed contact on our side. You buy breadth and a rhythm: your brand surfaces three times in the same sports community, each time through new faces.

Ambassadors starts from one squad and keeps it. The same sportfluencers receive new product in rounds, keep posting, and get a fee on top of the product. You buy depth: the runner who showed your gel in September is still showing it in March, and by then their audience has noticed.

At a classic influencer agency it's the other way round. There, a "season contract" usually means the same three influencers three times, and an "ambassador" is one face on a yearly contract. Our Season deliberately refreshes the faces, and our Ambassadors are a squad of 10 or 25 that stays together, not one person.

Which one you need follows from your product. A launch or a seasonal collection wants breadth, so a Season. A consumable, a subscription or anything that only convinces after months of use wants the same faces, so Ambassadors. Size, rhythm and duration of Ambassadors are set per brand; the dials are always the same: how many athletes, how often a round, for how long, and what each round comes with. Which brands Ambassadors makes sense for.

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Related questions

Can we repeat a squad?

Yes — and that's where it gets interesting. One squad is a drop; repeat it and it becomes a rhythm that builds familiarity. That can be a Sunday Squad Season (three collabs, a different squad each time) or Sunday Squad Ambassadors (the same squad, in rounds). Each squad makes the next one sharper.Read how repeating a squad builds familiarity over seasons →

Are the sportfluencers in a collab already ambassadors of our brand?

Not yet. A collab is a one-off activation with no obligation afterwards. Sunday Squad Ambassadors is the next step: from the squad that delivered you assemble a group that carries on in rounds, with product and a fee. Afterwards on behaviour, not up front on reach.Read the full answer →

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 →

Which brands is Sunday Squad Ambassadors right for, and which not?

For products that only convince after weeks of use: nutrition, care, subscriptions, seasonal apparel. Not for a one-off launch or event; there you want a spike, so a collab or a Sunday Squad Season. If in doubt: start with a collab.Read when Ambassadors fits, and when a collab is the better call →

What is community-led growth, and how does Sunday Squad do it?

Community-led growth: a brand grows through the people who already use it, not through bought reach. In software that's a forum; in sport it's the peloton. Sunday Squad does it in three steps: a collab (drop), a Sunday Squad Season (rhythm), Sunday Squad Ambassadors (relationship).Read why the buying decision is made in the peloton →
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