Skip to content
Chris Bryant

Everyone Wants to Make ‘Ryan Reynolds Money’

Celebs are looking for equity-based endorsements in the hope of a big pay day — but this strategy won’t work for everyone.

Duty calls.

Duty calls.

Photographer: Alex Livesey - Danehouse/Getty Images Europe

Endorsing a big brand in return for cash is so last year. Now celebrities are clamoring for equity in the companies they’re promoting, in the hope of a bigger payday.

In short, everyone wants to be Ryan Reynolds, the Canadian actor and business mogul who sold his Aviation Gin brand to Diageo Plc in 2020 for $610 million only to trump that this month with the $1.35 billion sale of Mint Mobile to T-Mobile US Inc.