What are the content rights for brands?

Set per collab. It's one of the value elements that determines whether a collab clicks or not — alongside the product package, the squad size and the output. But the typical set looks like this.

Standard package: 12 to 24 months, organic plus paid. Most Sunday Squad collabs apply a licence period of 12 to 24 months from publication date. Within that period you can use the content for:

• Paid social ads (Meta, TikTok, other platforms)
• Reposting on your own brand channels
• Website and landing pages
• Newsletter and email campaigns
• Retail displays and in-store communication
• Pitch decks and B2B communication
• Collab posts (joint posts tagging both brand and athlete)

We default to limiting rights to the country where the collab takes place. For a Belgian collab that means: rights for Belgium. International use is possible but discussed separately — both to preserve credibility (Flemish content in a German market lands differently than in its own sports community) and to be honest with athletes about where their image ends up.

Duration and exact scope are locked into the briefing before you agree. No surprises later, no fine print.

What sits outside: longer or broader use. OOH (billboards, transit), TV campaigns, or a licence running beyond 24 months are separate modules. Not ruled out — but discussed and budgeted separately, because the type of use and visibility are substantially different.

What content rights are not: whitelisting. A confusion that's often deliberately kept alive in the market: content rights and whitelisting are not the same.

Content rights give you the right to use existing content from the athlete in your own ad account and on your own channels. Whitelisting means the athlete gives you access to their personal ad account, so you can run ads from their handle — with the athlete as the visible sender. That's a fundamentally different transaction: it's the athlete's identity and account you're borrowing, not the content you're reusing.

Sunday Squad collabs by default include no whitelisting. If you want it, that's a separate agreement per athlete, with separate compensation. We broker that if the athlete is open to it — but it doesn't come bundled as a bonus with a product deal.