What's the difference between creator marketing and influencer marketing?

Short version: influencer marketing is about reach. Creator marketing is about craft.

Influencer marketing typically works with a few big names who mobilise their audience around a product. The value is in their reach and their status. It works — but audiences often read it as transactional, and the content has a short shelf life.

Creator marketing works with a larger number of smaller creators, each active in their own niche. The value is in their craft: they make quality content because they're good at it, not because it's their moment. Their audience shows up for the work, not just the person.

In practice:

• Influencer marketing: one name, one deal, one campaign. High reach, higher cost per post, lower engagement, short shelf life.
• Creator marketing: multiple creators, coordinated or always-on. Lower reach per post but more in total, higher engagement, content that keeps working.

Sunday Squad sits firmly in the second camp. No one-off deals with celebrities. Instead, squads of 25 sport creators posting about a brand simultaneously — curated for fit, activated in a single wave. The effect: local saturation inside a sports community, built on trust.