Endorsing a big brand in return for cash is so last year. Now celebrities are clamouring 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 in 2020 for $US610 million ($909 million) only to trump that this month with the $US1.35 billion sale of his Mint Mobile to T-Mobile US.
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