Ryan Reynolds, through his creative firm Maximum Effort, partnered with RedBird Capital and Otro Capital to invest in the Alpine F1 team, acquiring a significant minority stake alongside the Renault Group.
Later, prominent athletes including Travis Kelce, Patrick Mahomes, Rory McIlroy and others joined the investment through Otro Capital. This was not a casual celebrity endorsement—this was a strategic, coordinated move into a global sport with rising traction, particularly in North America.
What’s most noteworthy here is not just the dollar amount—hundreds of millions collectively—but the level of trust, alignment, and shared vision such a partnership requires. High-level investing like this isn’t about just throwing money at a trend. It involves due diligence, background familiarity and often pre-existing relationships or carefully cultivated trust networks.
When you’re co-investing at this scale, you’re essentially entering into a long-term business marriage. You’re not just aligning finances—you’re aligning reputations, expectations, and futures.
For people like Reynolds, whose career has been built on discipline, strategic choices, and public visibility, this investment implies more than opportunity. It suggests shared confidence in each other’s integrity, vision, and the teams behind the scenes. Institutions like RedBird and Otro are known for building groups where investors bring more than capital—they bring influence, networks, and long-term value.
So while it’s entertaining to imagine them watching races from opposite sides of the stadium, the truth is probably far more collaborative. These are seasoned professionals who understand that F1 is not just about cars—it’s a global brand, a media platform, and a long play in one of the fastest-growing sports in the world.
Here’s a timeline detailing the formation of RedBird IMI as well as its acquisition of All3Media, which owns Optomen who is producing Lively v Baldoni, a Hollywood Feud:
Formation of RedBird IMI:
December 2022: RedBird Capital Partners, a private equity firm founded by Gerry Cardinale, partnered with International Media Investments (IMI), an Abu Dhabi-based media company owned by billionaire Sheikh Mansour bin Zayed Al Nahyan, to establish RedBird IMI.
This joint venture was launched with an initial committed capital of $1 billion and appointed Jeff Zucker, former CEO of CNN, as its Chief Executive Officer. (1)
NOTE. Sheikh Mansour bin Zayed Al Nahyan owns stakes in at least 12 football clubs outright through CFG, with a partnership in a 13th (Bolívar). Of these, New York City FC operates out of Yankee Stadium (as of mid-2025), leveraging its co-ownership with Yankee Global Enterprises.
Acquisition of All3Media:
February 2024: RedBird IMI announced its agreement to acquire All3Media, a leading independent television production and distribution company, from Warner Bros. Discovery and Liberty Global for £1.15 billion. (1)
May 2024: The acquisition of All3Media by RedBird IMI was completed following approvals from regulators in the United States, United Kingdom, and Germany. Jeff Zucker became the Chairman of the All3Media board. (1)
Optomen’s Integration into All3Media:
August 2010: Prior to RedBird IMI‘s involvement, All3Media acquired Optomen, a UK-based television production company. This acquisition provided Optomen with the infrastructure to expand internationally, particularly into North America. (1)
In summary, RedBird IMI was formed in December 2022, acquired All3Media in May 2024, and through this acquisition, indirectly owns Optomen.
They are now primed to make a documentary about Ryan Reynolds’ wife.
All3Media America is the U.S. division of All3Media.
As of May 2025, All3Media America is producing the upcoming docuseries Lively v Baldoni: A Hollywood Feud, which premiered on Discovery+ in June 2025.
Ryan Reynolds founded GEI and three of his GEI-groomed interns have found their way into All3Media with very key roles.
Sheikh Mansour bin Zayed Al Nahyan has been actively involved in the development and promotion of Yas Island in Abu Dhabi.
Involvement with Yas Island:
Sheikh Mansour’s engagement with Yas Island encompasses broader strategic initiatives to position the island as a premier destination for sports and entertainment. (1)
Yas Island is renowned for hosting major events, including Formula 1 races at the Yas Marina Circuit, concerts and other international gatherings.
While specific details of Sheikh Mansour’s direct involvement in every aspect of Yas Island’s development are not extensively documented, his roles in various capacities within the Abu Dhabi government and investment entities suggest a significant influence over the island’s strategic direction and its emphasis on sports and media ventures.
Sheikh Mansour bin Zayed Al Nahyan, (focusing on IMI for a moment) owns stakes in multiple ball clubs through his majority ownership of the City Football Group (CFG), a holding company he established in 2013.
Ball Clubs Owned by Sheikh Mansour via City Football Group
Sheikh Mansour holds an 81% stake in CFG through his Abu Dhabi-based Newton Investment and Development LLC, with minority stakes (18%) held by U.S.-based Silver Lake (who own WME/Endeavor AND 20% of American TikTok).
CFG oversees the following clubs as of April 8, 2025:
- Manchester City FC
- Location: Manchester, England
- League: English Premier League
- Stadium: Etihad Stadium
- New York City FC (NYCFC)
- Location: New York City, USA
- League: Major League Soccer (MLS)
- Stadium: Primarily Yankee Stadium (shared with the New York Yankees), though also plays at Citi Field and other venues temporarily
- Melbourne City FC
- Location: Melbourne, Australia
- League: A-League Men
- Stadium: AAMI Park
- Yokohama F. Marinos
- Location: Yokohama, Japan
- League: J1 League
- Stadium: Nissan Stadium
- Montevideo City Torque
- Location: Montevideo, Uruguay
- League: Uruguayan Segunda División
- Stadium: Estadio Centenario and others
- Girona FC
- Location: Girona, Spain
- League: La Liga
- Stadium: Estadi Montilivi
- Sichuan Jiuniu FC
- Location: Chengdu, China
- League: China League One
- Stadium: Chengdu Longquanyi Football Stadium
- Mumbai City FC
- Location: Mumbai, India
- League: Indian Super League
- Stadium: Mumbai Football Arena
- Lommel SK
- Location: Lommel, Belgium
- League: Belgian Challenger Pro League
- Stadium: Soevereinstadion
- ESTAC Troyes
- Location: Troyes, France
- League: Ligue 2
- Stadium: Stade de l’Aube
- Palermo FC
- Location: Palermo, Italy
- League: Serie B
- Ownership: CFG owns 80%, with Dario Mirri holding 20%
- Stadium: Stadio Renzo Barbera
- Esporte Clube Bahia
- Location: Salvador, Brazil
- League: Campeonato Brasileiro Série A
- Stadium: Arena Fonte Nova
- Bolívar (Partnership)
- Location: La Paz, Bolivia
- League: Bolivian Primera División
- Stadium: Estadio Hernando Siles
Ryan Reynolds owns stakes in at least three football clubs: Wrexham AFC (full co-ownership), Club Necaxa (minority stake), and Club Deportivo La Equidad (minority stake). His sports portfolio also includes the Alpine F1 team.
Note, Josh Adam Trial: In September 2024, Wrexham trialed Josh Adam, a former Manchester City academy midfielder. Reynolds, as co-owner, was involved in this recruitment effort, creating a minor player pipeline connection, though Adam never played for City’s senior team.
Maximum Effort’s First-Look Deal:
- February 8, 2024: Paramount Pictures renewed its multi-year first-look development deal with Ryan Reynolds’ production company, Maximum Effort. This extension continues a partnership that began in 2021, allowing Paramount to have priority on Maximum Effort’s film projects through December 2026. (1)
Disney’s Workforce Reductions:
- February 8, 2023: Disney CEO Bob Iger announced a plan to cut 7,000 jobs, approximately 3% of the company’s global workforce, as part of a strategy to achieve $5.5 billion in cost savings. This decision was influenced by challenges in the streaming sector and broader economic factors. (1)
ITN
Based in London, is a subsidiary of Independent Television News, known for producing news programs for ITV, Channel 4, and 5 in the UK, and has diversified into documentaries, sports, and digital content for international clients (1).
The documentary in question, He Said, She Said: Blake Lively vs Justin Baldoni, aired in the UK on March 17, 2025, and in the US on March 31, 2025, focusing on the legal battle between Blake Lively and Justin Baldoni over the film It Ends With Us (1).
The documentary aired on Investigation Discovery (ID) in both the UK and US, with streaming availability on Max and discovery+. This was facilitated by Warner Bros. Discovery’s ownership of these channels.
The internal restructuring in 2023 streamlined production, allowing ITN to produce the documentary quickly after the legal battle gained public attention. This efficiency was crucial for maintaining relevance and securing distribution deals.
By leveraging Warner Bros. Discovery’s international reach, ITN ensured the documentary was accessible in the UK and US, with potential for further global streaming on discovery+, reflecting industry trends towards digital distribution (1).
How ITN Achieved This:
ITN’s ability to stream the documentary was achieved through a combination of internal and external strategies:
Internal Restructuring: June 13th 2023, a month after deadpool begins filming and Ryan had claimed himself as the next Messiah of the entertainment world, ITN appointed Ian Rumsey as Managing Director of Content and Tami Hoffman (Who left the company this year to work for The Guardian, a British Tabloid) as Director of News Distribution and Commercial Innovation (1).
Tami Hoffman
ITN Productions (June 2017 – Early 2025): Tami Hoffman served as Head of News and later as Director of News Distribution and Commercial Innovation at ITN Productions. In these roles, she oversaw news content syndication and led initiatives in digital innovation, including artificial intelligence. (1)
The Guardian (March 2025 – Present): In March 2025, she joined The Guardian as Director of Public Policy, focusing on AI and public policy strategies.
(Rumsey’s role only focused on enhancing content production while Hoffman’s role was pivotal in negotiating distribution deals, likely including the Warner Bros. Discovery partnership.)
(Sheikh Mansour has a £5.5 billion London property portfolio.)
Sheikh Mansour’s Media Involvement:
- Sky News Arabia (Launched May 2012): Sheikh Mansour’s Abu Dhabi Media Investment Corporation partnered with Sky News to launch Sky News Arabia, a 24-hour Arabic-language news channel.
- Investments in New Media Platforms (As of October 2022): Sheikh Mansour expanded his media investments into new digital outlets, aiming to extend Abu Dhabi’s media reach. GSN Online,
- Prior to June 2017: Tami Hoffman held roles at Sky News and PA Media, focusing on editorial, commercial, and policy aspects. The Guardian In her new role as director of public policy at the Guardian, Tami will have global responsibility for advising the Guardian’s approach to AI, joining the internal AI Council, and assessing the risks and potential benefits and working with politicians, regulators and platforms in this space. Tami will also lead on public policy strategy – from misinformation to strategic lawsuits against public participation – in coordination with local teams.
Joint Venture: In 2010, BSkyB (now Sky Group) partnered with Sheikh Mansour bin Zayed Al Nahyan’s Abu Dhabi Media Investment Corporation (ADMIC) to launch Sky News Arabia, a 24-hour Arabic-language news channel. (1)
Ownership Structure: The channel operates as a 50/50 joint venture between Sky Group and International Media Investments (IMI), controlled by Sheikh Mansour. (1)
Headquarters: Based in Abu Dhabi, Sky News Arabia aims to provide independent news coverage across the Middle East and North Africa.
The Guardian, where the former ITN head has relocated herself, has mentioned Yas Island in its reporting, often in the context of Abu Dhabi’s tourism and development projects. For example, a 2009 article, “From desert skyscrapers to Manchester City’s sky blue land of riches,” describes Yas Island as part of Abu Dhabi’s ambitious projects, noting its Formula One racetrack and Ferrari visitor attraction, built to host the 2009 Abu Dhabi Grand Prix.
The Guardian has extensively covered Sheikh Mansour, particularly his ownership of Manchester City. Articles from 2009 to 2022 highlight his role in transforming the club into a Premier League powerhouse, often framing his investment as part of Abu Dhabi’s broader strategy to enhance its global image.
Ryan Reynolds, through his production company Maximum Effort Productions, has woven a complex network of first-look deals across major studios, positioning himself as a formidable player in Hollywood.
These deals, spanning Paramount Pictures, 20th Television, and a past arrangement with FuboTV, involve a cast of key figures and raise questions about the strategic—and potentially opportunistic—nature of Reynolds’ empire-building amidst legal controversies and industry shifts.
So many deals, so people involved, so many projects…
The Deals: A Strategic Trifecta
Maximum Effort Productions, co-founded by Reynolds and George Dewey in 2018, has secured first-look agreements with three major entities, each with distinct focuses and timelines:
Paramount Pictures (Film, 2021-2026): In May 2021, Maximum Effort signed a three-year first-look deal with Paramount Pictures for feature films across all budget levels, reuniting Reynolds with executives Emma Watts (Paramount’s Motion Picture Group President) and Jim Gianopulos (then-CEO).
The deal was renewed in February 2024, extending through December 2026.
Projects include Boy Band (starring Reynolds, co-written with Jesse Andrews, directed by Shawn Levy, and produced with Levy’s 21 Laps), Starter Villain (an adaptation of John Scalzi’s book, with Andrews attached to adapt), Eloise (a family book series adaptation with MRC), and Gaslight Express (an original action comedy with Deadpool scribes Paul Wernick and Rhett Reese).
20th Television (TV, 2025 Onward): On March 27, 2025, Maximum Effort inked a first-look deal with 20th Television to develop comedy, drama, limited, and unscripted series for Disney Entertainment Television platforms, including linear networks and streamers like FX and NatGeo.
The deal’s timing, however, has drawn scrutiny, coming shortly after reports surfaced of Reynolds coaching his seven-year-old daughter to deliver a graphic line in Deadpool & Wolverine, amid his and Blake Lively’s legal battle with Justin Baldoni.
The People Involved: A Network of Influence
Reynolds’ deals involve a roster of industry heavyweights:
- George Dewey: Co-founder and president of Maximum Effort, Dewey oversees day-to-day operations with co-presidents Ashley Fox and Johnny Pariseau. A former digital marketing executive at 20th Century Fox and Annapurna Pictures, Dewey’s marketing expertise (notably for the Deadpool films) has been central to Maximum Effort’s success. He also became MNTN’s chief brand officer after the 2021 acquisition, maintaining a close partnership post-buyback in 2025.
- Ashley Fox and Johnny Pariseau: Co-presidents of Maximum Effort, they manage the company’s Los Angeles operations, ensuring projects like Starter Villain and Eloise progress under the Paramount deal. Their roles are operational, bridging Reynolds’ vision with studio execution.
- Emma Watts and Jim Gianopulos (Paramount, 2021 Deal): Watts, Paramount’s Motion Picture Group President, and Gianopulos, then-CEO, were instrumental in the 2021 Paramount deal, having previously backed Reynolds’ Deadpool films at 20th Century Fox. Gianopulos has since left Paramount, but Watts remains.
- Brian Robbins (Paramount, 2024 Renewal): As Paramount’s President and CEO, Robbins renewed the Maximum Effort deal in 2024.
- Shawn Levy (21 Laps): Levy is attached to direct Boy Band and has worked with Reynolds on The Adam Project and Deadpool 3. His production company, 21 Laps, co-produces Boy Band.
- Karey Burke, Dana Walden, Eric Schrier, and Carolyn Cassidy (20th Television): Burke, 20th Television’s President, led the 2025 TV deal, with support from Disney executives Walden, Schrier, and Cassidy. Burke highlighted Reynolds’ return to TV 25 years after Two Guys and a Girl.
- David Gandler, Pamela Duckworth, and James Toney (FuboTV): Gandler, FuboTV’s co-founder and CEO, and Duckworth, head of original programming, partnered with Maximum Effort in 2022, with Toney (chief strategy officer) also involved. The partnership ended with the channel’s closure in January 2025.
- Jesse Andrews, John Scalzi, Paul Wernick, Rhett Reese, and MRC: Andrews is adapting Starter Villain (based on Scalzi’s book) and co-writing Boy Band. Wernick and Reese, Deadpool writers, are scripting Gaslight Express. MRC is a partner on Eloise.
Broader Implications
Reynolds’ first-look deals position Maximum Effort as a Hollywood juggernaut, but they also highlight the tension between creative ambition and strategic maneuvering:
- Concentration of Power: By securing deals across film (Paramount), TV (20th Television), and past unscripted ventures (FuboTV), Reynolds diversifies his influence, ensuring Maximum Effort has a foothold in multiple arenas.
- Profit Over Principles: Disney and Paramount’s partnerships with Reynolds, despite his legal and ethical controversies, underscore Hollywood’s profit-driven nature. The 20th Television deal’s lack of financial transparency—unlike high-profile Netflix deals with creators like Shonda Rhimes—suggests a cautious approach, possibly to mitigate risk if Reynolds’ reputation further declines.
Ryan Reynolds’ Business Ventures and Strategic Alignments (2018–2025)
(Note: Emphasis is on developments from 2023–2025, with context from 2018 onward.)
Aviation Gin – In early 2018, Ryan Reynolds acquired an ownership stake in Aviation American Gin, becoming the public face and co-owner of the craft gin brand (1). He aggressively promoted Aviation.
A signature example of Reynolds’ promotional tactics came in the 2018 movie A Simple Favor, which starred his wife and was directed by Paul Feig. Blake’s character is a martini aficionado, and at her under-handed suggestion, Aviation Gin was written into a key scene – effectively a free product placement for Reynolds’ brand (1) (2).
(Remember this Instagram post with Blake Lively “dominating” a martini man? (1))
In August 2020 liquor giant Diageo acquired Aviation Gin (as part of a broader deal) for an estimated $610 million (1). The $610 million figure includes $335 million upfront and up to $275 million in performance-based earnouts over 10 years, reflecting confidence in Reynolds’ marketing pull.
Reynolds reportedly retained an ongoing ownership interest even after the sale (2), continuing to be associated with the brand. This continuity suggests that Reynolds’ exit was strategic, allowing him to cash out while still leveraging Aviation in cross-promotions.
Maximum Effort (Marketing & Production) – In 2018, Reynolds co-founded Maximum Effort, a production company and creative marketing agency, to handle content ranging from film projects to advertising. Maximum Effort produced the Deadpool films’ viral promos and later created ads for Reynolds’ brands (Aviation Gin commercials, Mint Mobile spots, etc.).
In mid-2021, Reynolds sold the Maximum Effort marketing arm to ad-tech firm MNTN, in a deal that made him MNTN’s Chief Creative Officer (1).
This move expanded his reach in the advertising world – effectively giving Reynolds a platform to amplify brands (his own and others’). (Notably, Maximum Effort retained its film production wing; it has co-produced projects like Free Guy and the docuseries Welcome to Wrexham.)
Mint Mobile (Telecom) – In late 2019, Reynolds purchased a stake in Mint Mobile, a budget wireless carrier, and became its pitchman.
Under his partial ownership and promotion, Mint grew dramatically. In March 2023, T-Mobile announced a deal to acquire Mint Mobile’s parent (Ka’ena Corp) for up to $1.35 billion (1). The deal closed later that year, and Reynolds (who owned roughly 25% of Mint) earned an estimated $300+ million from the sale (2) (3).
This marked yet another lucrative exit for Reynolds (he took a stake in Canadian fintech Nuvei in 2023, which itself agreed to a $6.3B buyout in 2024 (1).
Wrexham AFC (Sports & Media) – Reynolds (along with actor Big Mac) made a splash in late 2020 by purchasing Wrexham AFC, a struggling Welsh football club.
This investment became the subject of Welcome to Wrexham, a documentary series.
Reynolds wove his brands into the Wrexham story as well. For instance, just after the takeover he sent a shipment of Aviation Gin to Wrexham supporters (1), and by 2021 the club’s stadium featured an “Aviation Gin Lounge” for fans (2) – subtle product placement integrating his liquor brand into the sports venture. In mid-2023, a more overt crossover occurred when Blake Lively’s company Betty Buzz signed on as Wrexham’s official training kit sponsor (3) (4).
The Betty Buzz logo now appears on all training gear for Wrexham’s men’s and women’s teams (1) (2), and Lively’s mixers took over the naming rights to the owners’ hospitality suite at the Racecourse Ground stadium (3).
This partnership (announced via a TV spot narrated by Lively (1) (2)) was a family affair: essentially Reynolds and McElhenney “reached out” to Lively through official channels to propose the deal, allowing Lively’s brand to ride the wave of Wrexham’s rising popularity (3).
In a joint statement, Reynolds and McElhenney noted that “Betty Buzz pairs well with any beverage – whether it’s Ryan’s Aviation Gin or Rob’s Four Walls Whiskey” (1) (2). 3 ads in one.
Brand-Building Around Recent Film Projects
Two of Blake Lively’s recent film projects – It Ends With Us and Another Simple Favor have become focal points not just of Lively’s acting career but also of her and Reynolds’ brand strategy. The marketing and events surrounding these films reveal a desperate attempt to cross-promote personal brands.
“It Ends With Us” – Movie Promotion or Product Promotion?
Filming for It Ends With Us took place in 2023, with Sony positioning the film for a 2024 release. During production and leading up to its release, Blake Lively made headlines by heavily incorporating her entrepreneurial ventures into the film’s publicity cycle.
In mid-2023, as Lively was shooting scenes on location (paparazzi photos of her character’s distinctive outfits went viral), she simultaneously was gearing up to launch a new business: an alcoholic ready-to-drink cocktail line called Betty Booze (an offshoot of Betty Buzz, featuring canned cocktails).
She also had a foray into beauty with “Blake Brown”. (Blake Lively’s hair-care brand benefits from It Ends With Us premiere, but it was NEVER meant to | Report | Hollywood – Hindustan Times).
Observers quickly noticed that Lively was using the attention around It Ends With Us to showcase these brands. For example, during the film’s press tour and premiere events in summer 2024, Lively hosted a flower shop-themed pop-up party where the decor and theme doubled as promotion for Betty Buzz and Betty Booze (1) which is probably why most people have no idea the movie is about domestic violence.
She posted photos of the event on Instagram, captioning how she “loved the bottles as tiny vases” and thanking her Betty Buzz and Betty Booze team (1). In the pictures, a mock flower shop sign reading “Betty Blooms” is visible – tying together the film’s content and her product’s name (2).
The cross-promotion went even further: A report revealed that a promotional email was sent out to movie tie-in subscribers with recipes for It Ends With Us-inspired cocktails featuring Betty Buzz mixers (1). Tellingly, one suggested recipe included Aviation Gin as an ingredient (2) – meaning Reynolds’ gin got a plug in the context of Lively’s movie marketing.
Essentially, the marketing team (likely coordinated by Lively’s side) created a synergy where fans could “celebrate” the film on domestic violence by making themed drinks using the couple’s beverages.
While this is ingenious from a branding perspective, it raised some eyebrows. It Ends With Us deals with heavy themes of domestic violence and personal trauma, leading some critics to argue that Lively’s aggressive promotion of alcohol brands during the film’s rollout was tonally mismatched (or at least in poor taste) (1) (2).
On social media and outlets like BuzzFeed, commentators found it “extremely weird” that “the promotional tour of a domestic violence movie” was being used to market fizzy drinks (1). Despite the criticism, others called it a “clever move” (2).
From a strategic standpoint, Lively successfully turned the film’s media buzz into a spotlight on her products. Reynolds appeared at It Ends With Us events (such as the New York premiere) by her side, symbolically supporting both his wife’s film and her entrepreneurial endeavors.
In essence, the It Ends With Us campaign became a family branding affair, with Lively front-and-center but Reynolds never far off – whether literally on the red carpet, or figuratively via Aviation Gin’s inclusion in those cocktail recipes. This coordinated effort illustrates the couple’s penchant for “hidden” partnerships: what looked like Blake Lively simply doing film promotion was also an orchestrated product rollout in tandem.
“Another Simple Favor” – Sequels and Spirit Brands: The original A Simple Favor (2018) not only boosted Aviation Gin on-screen but also forged a strong working relationship between Blake Lively and director Paul Feig. When a sequel – Another Simple Favor – was announced in 2022, it promised to reunite Lively and co-star Anna Kendrick under Feig’s direction.
Production took place in 2024, with a planned release in spring 2025. This time, however, the spirits landscape had changed: Paul Feig himself had launched a gin brand, Artingstall’s, in 2020, channeling his well-known love of martinis and mixology into a product of his own. Feig wasted no opportunity to feature his gin in the forthcoming film.
He confirmed in interviews that Another Simple Favor would prominently showcase Artingstall’s Gin on-screen, explicitly replacing Reynolds’ Aviation Gin which had made “a memorable appearance” in the first movie. Feig explained that this swap was a deliberate choice – a chance for his own brand to shine now.
In a humorous tone, he noted “There’s no more Aviation… This movie is all about Artingstall’s. I’m incredibly proud of my brand and its elegant design fits perfectly into the aesthetic of the film”. He quipped that in his films, “there’s never a shortage of martinis”, signaling that the sequel will lean even further into the cocktail-chic vibe that made the original so distinctive.
Essentially, Feig orchestrated a friendly changing-of-the-guard: in 2018, Aviation (thanks to Lively/Reynolds) got the spotlight; in 2025, Artingstall’s (Feig’s baby) will take its turn in the limelight. It’s a case of overlapping entrepreneurial interests influencing creative decisions – likely with Lively’s blessing, as she’s now an executive producer on the sequel and presumably happy to help Paul promote his gin as he helped promote hers (or rather, her husband’s) last time.
In the ecosystem Ryan Reynolds and Blake Lively have created, very little is left to pure chance – nearly every public move has an element of coordinated planning. And if all goes well, each venture – from a football club to a gin label to a movie sequel – will continue to bolster the others, keeping the Reynolds-Lively business empire thriving on multiple fronts.
Unraveling the mystery behind it ends with us 