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

No, and that's by design. A Sunday Squad collab is a one-off activation, not an ambassadorship. A squad of sportfluencers receives your product, builds content around it, and posts within the same window — that's what creates local saturation and mimetic pull: not a single post drifting by, but a whole group showing the same brand at once. After that it's done.

What a collab does not bring: no extension, no automatic next round, no yearly commitment, no athletes representing your brand year-round. With every new collab, you and the athlete decide again whether it fits. That's what keeps the content credible — nobody posts out of contractual duty.

An ambassador is a different kind of relationship: someone who keeps carrying your brand over a longer period, an ongoing presence rather than a single spike. A collab puts down a sharp spike around a moment or a launch; an ambassadorship builds a rhythm that runs for a year.

For most brands that spike is exactly the point: credible visibility when it matters — a launch, a season opener, a local push — without locking in for a year. If you do want a few fixed faces carrying your brand longer, that's a separate track with its own terms, apart from the collab. More on that here.