What is a brand ambassador programme?

By Tom Bogaert · Reviewed on
Part of: Creator marketing

A brand ambassador programme is a standing agreement between a brand and a group of people who keep showing the brand over a longer period, in exchange for an ongoing return. The three building blocks are always the same: who (the ambassadors), what (what they do and how often) and what they get for it.

For that return, the industry uses four common models. Gifting: product only. Retainer: a fixed monthly amount, for nano and micro profiles usually between €200 and €800 a month. Affiliate: a 10 to 20% commission on sales through a code. And hybrid: a combination. Durations range from six months to several years.

Sunday Squad Ambassadors is such a programme, with three choices fixed. The group is a squad of 10 or 25 sportfluencers, not a single face. The return is product plus a fee, per round and not per month, so you pay for what happens rather than for what might happen. And entry runs through a collab: whoever delivers there gets asked. The rest, how often a round, for how long, what each round comes with, we set per brand. How such a round works, and which brands it makes sense for.

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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 barter deal — and does it work for brands?

A barter deal is a collaboration where a brand gives product in exchange for content, no money. For brands it works as a selection on intent — not as cheap content. Condition: the product value (from ±€75–100) justifies the time, and the product fits what the creator already does.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 →

How does a second round work with Sunday Squad Ambassadors?

Faster: of the eight weeks of a first collab, four disappear, because applications, search and selection are no longer needed. Round 2 is briefing, squad confirmation, shipping with fee, content and report.Read which four weeks disappear in a second round →

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

A Sunday Squad Season is more people: three collabs, a different squad each time, up to 75 sportfluencers. Sunday Squad Ambassadors is the same people for longer: one squad that receives new product in rounds, keeps posting and gets a fee for it. Launch → Season; consumable → Ambassadors.Read when to choose breadth and when the same faces →
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