# Celebrity Equity Deals Shift Brand Endorsements

> Celebrities gain equity stakes in brands for deeper influence, with risks and rewards.
- Title: Celebrity Equity Deals Shift Brand Endorsements · Adweek
- Summary: Celebrities gain equity stakes in brands for deeper influence, with risks and rewards. Celebrities like Sydney Sweeney and Kylian Mbappé now hold equity in…
- Keywords: sydney sweeney, kylian mbappé, novig, equity endorsement, celebrity investor, brand partnership, athlete ownership, Celebrity, Equity, Deals, Shift, Brand
- Source: Adweek — https://adweek.com/brand-marketing/adweek-brand-advantage-celebrity-endorsement-enters-its-equity-era-with-strings-attached
- Author: Rebecca Stewart
- Published: 2026-10-08T10:00:00+00:00
- Read time: 1 min
- Topics: sydney sweeney, kylian mbappé, on, novig, equity endorsement, celebrity investor, brand partnership, athlete ownership
## 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.
## Key takeaway

Celebrities like Sydney Sweeney and Kylian Mbappé now hold equity in brands to shape campaigns, risking backlash but potentially boosting sales.