Two of Hollywood’s biggest stars — Hugh Jackman and Ryan Reynolds — have officially joined the sailGP investment wave, becoming co-owners of the Australian SailGP team, now rebranded as the Bonds Flying Roos.
Their arrival marks a powerful blend of star power, commercial acumen, and storytelling finesse, elevating one of SailGP’s most successful teams — already three-time champions — to a new global profile.
New Name, New Identity: The Bonds Flying Roos
In parallel with the ownership announcement, the team has landed a landmark multi-year title partnership with iconic Aussie brand Bonds, now serving as the team’s official underwear and naming rights sponsor. The alignment with Bonds not only reinforces the team’s identity as “distinctly Australian,” but also hints at a strategic commercial roadmap combining brand storytelling, influencer-driven engagement, and national pride.
“They bring unmatched star power, a love for storytelling, and a sharp sense of humour,” said Tom Slingsby, the team’s co-owner and driver. “With Bonds joining, we’re building something driven by spirit, resilience, and national pride.”
Why This Matters: The Star Effect on Sports Investment
Jackman and Reynolds’ involvement isn’t just a PR play. It’s part of a broader, strategic shift in sports — where celebrity investors bring fan bases, media exposure, and brand magnetism.
Reynolds, already famed for his game-changing ownership of Wrexham AFC (now in the English Championship), also holds stakes in Club Nexaca (Mexico) and Alpine F1. His partner in this venture, Hugh Jackman, brings a personal passion for sailing and a proud connection to Australia.
“Hugh brings a deep love for and pride in his home country, and he’s an avid fan of sailing. He’ll also be bringing his overly clingy emotional support human (me) along for the ride,” joked Reynolds in typical fashion.
The move mirrors similar high-profile investments like Anne Hathaway’s stake in Italy’s SailGP team, reportedly valued at US$45 million. And with SailGP’s US team now seeking new investment at a US$125 million valuation, the momentum is clearly shifting toward celebrity-led global expansion.
What Brands, Teams & Investors Can Learn
From a strategic consulting perspective, this move underlines key trends shaping the future of sports:
1. Celebrity Capital is Changing Fan Engagement
When big-name actors invest, they bring built-in audiences. For sports properties looking to scale, that’s an immediate injection of attention, cultural relevance, and media traction.
2. Global Storytelling Is the New Sponsorship Currency
Reynolds’ track record (Wrexham’s docuseries and viral brand narratives) shows how content + charisma = conversion. For brands like Bonds, this is about leveraging earned media over paid media — and owning the narrative.
3. SailGP: A Property on the Rise
With team valuations rising 20–25% YoY, and commercial interest building, SailGP is emerging as a next-gen sports investment property. It checks the boxes of sustainability, technology, global audience, and premium branding.
Looking to Tap Into the Future of Sports?
At 365247 Conusltancy, we help brands, rights holders, and investors navigate the modern sports economy — from celebrity-led investments and sponsorship strategy, to fan engagement models, media partnerships, and valuation planning.
Whether you’re a brand looking to partner with emerging properties like SailGP, or an investor exploring high-growth sports verticals, our team brings the strategic insight to guide your playbook.
