Celebrity Names: Ryan Reynolds & Hugh Jackman
Brand Name: Monday.com
Deal Type: Official Global Work Management Partnership (3-year sponsorship)
Announced: April 9, 2026
Impact: Positions monday.com as the behind‑the‑scenes engine of an elite sailing team while leveraging Reynolds and Jackman’s global star power and banter to drive awareness and fan engagement
- Ryan Reynolds and Hugh Jackman, co-owners of the BONDS Flying Roos, front the latest spot for the Australian SailGP team, created in partnership with Monday.com.
- The campaign blends the duo’s well-known banter with the realities of running a professional SailGP team, playfully referencing sailing superstitions and the pressure of elite competition, launching ahead of the SailGP Rio Grand Prix (April 12–13), marking the league’s first-ever event in South America.
- The spot was produced by Maximum Effort, Reynolds’ creative agency known for high-impact, humor-driven advertising campaigns for brands including Match.com, Peloton, State Farm, Heineken, and Autodesk.
- Monday.com and Blueberry were welcomed as new partners by the BONDS Flying Roos ahead of the USD $2 million SailGP Grand Final, with the partnership announced in November 2025.
Ryan Reynolds and Hugh Jackman are back. The duo, co-owners of the BONDS Flying Roos, released a new spot in partnership with Monday.com ahead of the SailGP Rio Grand Prix on April 12–13.
The campaign leans into their signature banter, this time riffing on sailing superstitions while introducing audiences to elite competitive sailing.
Reynolds jokes about sailing superstitions, including a dig at team captain Tom Slingsby’s hair color, while Jackman plays the straight man, calling Slingsby “a great driver.” The playful back-and-forth ends with one line the duo believes in: “going faster than everyone else.”
The ad was crafted by Maximum Effort, Reynolds’ creative shop that has produced buzzy, humor-forward campaigns for brands like Peloton, State Farm, Heineken, and Autodesk.
On the endorsement front, Reynolds also remains active with Aviation American Gin and BT, while Jackman’s portfolio includes Balance Water and KEURIG.
Monday.com’s role goes beyond marketing. The platform is positioned as the Flying Roos’ operational backbone, powering training, logistics, performance analysis, and race-week execution.
This partnership model mirrors how Megan Fox fronted Dr. Squatch’s campaign by embedding the brand into a larger cultural story, not just slapping a logo on a celebrity.
Off the campaign trail, Jackman is rumored to reprise his role as Wolverine in Avengers: Doomsday, while Reynolds has Animal Friends set to hit theaters in 2026. Their Hollywood star power mirrors how brands like Vision Express turned to Emma Willis to anchor a campaign with a trusted, familiar face.
The Flying Roos currently sit second in the 2026 SailGP standings, and the Rio event marks the league’s first-ever competition on South American soil, making this campaign drop strategically timed at a genuinely historic moment.
Takeaways
This campaign is a masterclass in multi-layered brand storytelling. Monday.com isn’t just buying eyeballs, it’s buying into a compelling sports ownership narrative anchored by two of the most likable celebrities on the planet.
Reynolds and Jackman don’t just appear in ads; they are the brand story here. Their dynamic ownership of the BONDS Flying Roos gives Monday.com a built-in, authentic hook that most tech brands spend millions trying to manufacture from scratch.
For Reynolds, this continues his evolution from actor to marketing powerhouse. Maximum Effort has quietly become one of the most effective celebrity-driven creative shops in the game, with a portfolio that spans gin, cold brew, insurance, fitness, and now enterprise work management software.
Does seeing Reynolds and Jackman together make a B2B tool like Monday.com feel more relatable? How important is genuine‑feeling friendship chemistry in a celebrity endorsement now?
