A good influencer brief template for sports brands does three things a generic one doesn't: it tells the creator which sport moment to film, it lists the claims they can't make, and it sets disclosure and ad rights before anyone posts. Below you'll find a copy-and-paste brief with 12 fields, a filled-in example for a running shoe launch in Singapore, a table of shots by sport, and the Singapore rules that belong in every brief. It's written for marketing leads and founders at sports, fitness and outdoor brands.
I'm Zhanna, co-founder of ContentGenZ, an ITF tennis coach and a tennis content creator. I've been on both sides of the brief: as the creator reading it on court, and as the person writing it for brands. We built ContentGenZ to help sports brands find the creators who sell, and in ContentGenZ every campaign starts with a brief. If you'd rather see how that works, book a demo.
What a sports creator needs from your brief
Sports creators aren't lifestyle creators with a gym membership. Their audience watches because they train, so they'll push back on anything that doesn't feel like their real routine. In my experience the briefs that work answer five questions fast:
- What's the product and who's it for? A trail shoe for MacRitchie runners, not "our new shoe".
- Where does it show up in my training? The session, the drill, the distance.
- What must be in the video? Three to five must-haves, no more.
- What can't I say or do? Claims, competitor names, unsafe form.
- What am I agreeing to? Deadlines, drafts, disclosure, how long you can use it as an ad, and the fee.
Everything else is the creator's job. Script the facts, not the voice.
The influencer brief template for sports brands
Copy this into a doc and fill in each line. Keep it to two pages.
1. Brand and product: what it is, price in SGD, where to buy (Shopify link, TikTok Shop listing) 2. Goal: sales, launch awareness or ad content (pick one) 3. Audience: sport, level and where they train in Singapore 4. The training moment: the session or drill where the product appears 5. Must-haves (3 to 5): shots, features, one key message 6. Do not: claims, competitor names, unsafe form, things off-brand 7. Deliverables: platform, number of posts, length, format (9:16), raw clips 8. Timeline: product arrives, draft due, feedback in 2 working days, post date 9. Disclosure: platform label plus a clear line at the start 10. Usage rights and ads: where, how long, Spark Ads or partnership ad code 11. Tracking: discount code and link for this creator 12. Fee and product: amount in SGD, product kept or returned, when paid
A filled-in example: a road running shoe launch
1. Brand and product: Daily trainer, S$[price], sold on our Shopify store and TikTok Shop 2. Goal: sales in the 4 weeks after launch 3. Audience: Singapore runners doing 15 to 40 km a week, training for their first half or full marathon 4. The training moment: an easy run on a park connector or reservoir loop, plus a tempo session 5. Must-haves: shoe on foot in the first 3 seconds; real run footage, not just unboxing; your honest take after at least 3 runs; one line on cushioning 6. Do not: say it will make anyone faster or prevent injury; mention other brands' models; film on roads against traffic 7. Deliverables: 1 TikTok (30 to 45 seconds) and 1 Instagram Reel, plus all raw clips 8. Timeline: shoes arrive week 1; draft by day 10; we reply in 2 working days; post by day 14 9. Disclosure: TikTok commercial content setting on; Instagram paid partnership label; "Gifted by [brand]" or #ad in the first line and on screen in the first 3 seconds 10. Usage rights and ads: brand may boost the post for 60 days; TikTok Spark Ads code for 60 days; no use on billboards 11. Tracking: your code [NAME10] and your own link 12. Fee and product: S$[fee], shoes are yours to keep, paid within 14 days of posting
Note how field 6 handles the claim most running briefs get wrong. More on that below.
Shots to ask for, by sport
The must-haves are where a sports brief earns its keep. Ask for the moment your product is tested, not a pose.
| Sport | Product example | Must-have shot | Common mistake in briefs |
|---|---|---|---|
| Running | Shoes, socks, hydration | Feet and stride, side-on, on a real route | Asking for unboxing only |
| Gym | Apparel, lifting gear | A full working set with good form | Asking for mirror selfies |
| Tennis, padel, pickleball | Rackets, paddles, grips | A rally or drill from behind the baseline | Product shots off court |
| Yoga | Mats, activewear | A held pose showing grip or stretch | Over-lit studio look |
| Trail and outdoor | Trail shoes, packs | Mud, roots or steps, with the sole visible | Filming on pavement |
| Recovery and nutrition | Drinks, supplements | When and how it fits the session | Asking for health claims |
For deeper format ideas, the creator-side version of this list is in fitness content ideas brands actually pay for.
Claims sports creators can't make
This section is missing from almost every brief template, and it's the one that gets brands in trouble.
Performance claims. Singapore's Consumer Protection (Fair Trading) Act lists as an unfair practice "representing that goods or services have sponsorship, approval, performance characteristics… or benefits that they do not have" (CPFTA, Second Schedule). If a creator says your shoe made them faster, you're the one making that claim. Ask them to describe how it felt, not what it did.
Supplement and recovery claims. The Health Sciences Authority says health supplements "must not be labelled, advertised or promoted for any medicinal purpose", including implied claims to treat or prevent disease; inflammatory conditions are on its list of examples. Claims like "support the immune system" or "relieve general tiredness" are the kind HSA lists as acceptable (HSA). Give creators the exact approved wording and ask them to stay inside it.
Pro endorsement. Don't let a creator imply a team, club or athlete approves your product unless they do. The same Act covers false sponsorship or approval.
Disclosure fields that keep you covered
The Advertising Standards Authority of Singapore's guidelines treat brands, agencies and endorsers alike as marketers, count content "paid in cash or in kind" as sponsored, and say connections such as "complimentary samples" must be fully disclosed (ASAS guidelines). Disclosures should be clear, appear as early as reasonably possible, and not sit behind a link. On video, on-screen text should stay up long enough to read.
So your brief should ask for:
- The platform label. TikTok asks creators to turn on the commercial content disclosure setting when promoting a brand, which shows "Paid partnership" for third-party brands (TikTok Ads Help). On Instagram, it's the paid partnership label.
- A line at the start of the caption: "#ad", "Gifted by [brand]" or "Paid partnership with [brand]".
- On-screen text in the first few seconds for video.
Gifted-only deals count too. Our guide to sports influencer marketing in Singapore covers the wider rules.
Usage rights and Spark Ads: put the numbers in the brief
The best sports posts often make the best ads, so decide before you brief how long you want to run them. Creators price this in.
- TikTok Spark Ads. Creators generate a video code and choose how long you're authorised: 7, 30, 60 or 365 days (TikTok Ads Help). Name the duration in the brief.
- Instagram partnership ads. The creator turns on the option for the brand to boost, or shares a partnership ad code. Name an end date in the brief, since the code itself doesn't set one.
- Other uses. Website, email, in-store screens. List each one and an end date.
Then tie every creator to their own code and link so you can see who sold. Our guide to tracking creator sales on Shopify and TikTok Shop shows how to set that up before the first post.
Brief to measured sales in ContentGenZ
Writing the brief is the part most brands do well. Finding the right creators for it, and seeing who sold, is where it slows down. In ContentGenZ you describe the launch and get a brief, budget and creator costs back. You shortlist sports creators with their reach, engagement and expected cost, or invite the ones you already work with by link. Creators accept terms and usage rights with each offer, drafts are approved in the same place, and Shopify and TikTok Shop sales are tied to the creator who made them, so you can boost the best posts as ads.
Book a demo of ContentGenZ. Sports creator reading this to see what brands ask for? Join ContentGenZ as a creator.
Sources
- ASAS: Guidelines for Interactive Marketing Communication and Social Media (read 11 November 2026)
- HSA: Health supplement claims (read 11 November 2026)
- Singapore Statutes Online: Consumer Protection (Fair Trading) Act 2003 (read 11 November 2026)
- TikTok Ads Help: Commercial content disclosure setting (read 11 November 2026)
- TikTok Ads Help: Create Spark Ads (read 11 November 2026)
- ContentGenZ (read 11 November 2026)
