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By selling Aviation American Gin to Diageo for $610 million and Mint Mobile to T-Mobile for $1.35 billion, Reynolds has built a celebrity-entrepreneur playbook centered on genuine ownership — not endorsement checks — that has fundamentally reshaped how stars approach brand building.
Ryan Reynolds founded Maximum Effort, the marketing and production company acquired by MNTN in 2021.
He co-owned Aviation American Gin (sold to Diageo for up to $610 million in 2020) and Mint Mobile (acquired by T-Mobile for $1.35 billion in 2023), and co-owns Wrexham AFC with Rob McElhenney, the subject of FX's Emmy-winning Welcome to Wrexham.
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