Ryan Reynolds, Reese Witherspoon and Dwayne Johnson lead a class of celebs increasingly invested in non-acting projects as they look to boost not only their income but also their artistic freedom
He pauses and asks someone off camera, with a laugh, “What other companies does this bitch have?”
Adam Lilling of PLUS Capital, which works with stars on start-ups and other ventures, says there are generally three major types of investments: Stars actually founding companies, which he says can mean life-changing money but are also high risk; sweat equity deals, which are less risky since they involve an existing brand, but can still bring in millions; and investments into an existing company that include equity in exchange for some deliverables, which are the least lucrative of the three,...
“We didn’t work with Ryan Reynolds but he is a great example of someone who joined an existing company and backed it at a level where he became a quasi-co-founder,” says Lilling. “Aviation Gin existed, it had distribution, it had a brand, and he took it to level 10. He bought in, with some level of cash and sweat, but dove in like it was his company. He took the product and made it ubiquitous.”
Reynolds’ on-camera skill has translated into content marketing acumen that boosts all of his businesses. In 2021, he joined ad-tech giant MNTN as chief creative officer when it acquired Maximum Effort Marketing, which he founded in 2018 with George Dewey. Then, of course, he and McElhenney paid a reported $2.5 million for Wrexham AFC — which kicked off that Hulu series.
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