From Adweek · Rebecca Stewart · · 1m 10s
Celebrity Equity Deals Shift Brand Endorsements
Celebrities gain equity stakes in brands for deeper influence, with risks and rewards.
In brief
Celebrities gain equity stakes in brands for deeper influence, with risks and rewards. Celebrities like Sydney Sweeney and Kylian Mbappé now hold equity in brands to shape campaigns, risking backlash but potentially boosting sales. Originally reported by Adweek.
Sydney Sweeney's Novig Campaign
Sydney Sweeney's nude ad for sports betting site Novig gained 65 million Instagram views in September.
“We're very excited to have her on the cap table”
Sweeney's Equity Role
Sweeney holds equity in Novig, a deal initiated by her before the campaign launched.
“I don't like to just put my face on something”
Kendall Jenner and Lily Collins
Kendall Jenner and Lily Collins signed equity deals with Trip and IM8 brands.
IM8's Partnership Model
IM8 co-founder Danny Yeung says equity partners feel free to offer feedback without renting credibility.
“We're not interested in renting anything”
On's Equity Deals
On signed Roger Federer in 2019 and Kylian Mbappé in a 10-year equity deal last month.
Mbappé's On Deal
Mbappé's 10-year On deal includes cash, equity, and direct work on football footwear development.
Risks of Equity Deals
Sweeney lost 200,000 Instagram followers after backlash from athletes over her ad.
The one thing
Celebrities like Sydney Sweeney and Kylian Mbappé now hold equity in brands to shape campaigns, risking backlash but potentially boosting sales.
