Bonds Flying Roos launched a 2025 SailGP campaign via Maximum Effort, starring Hugh Jackman and Ryan Reynolds to announce monday.com and Blueberry as new
Bonds Flying Roos and Maximum Effort Make Sailing Unmissable in 2025
The Bonds Flying Roos released a Maximum Effort-produced promotional film in late 2025 starring co-owners Hugh Jackman and Ryan Reynolds alongside Driver and CEO Tom Slingsby, using irreverent celebrity chemistry to announce two new multi-year partnerships — monday.com and Blueberry — ahead of the Mubadala Abu Dhabi Sail Grand Prix, the Season Grand Final of SailGP, sailing's premier racing league.
The campaign lands at a defining moment for the team in Australia. Bonds became the inaugural title partner of the Australian SailGP team in June 2025, as reported by Au Variety, simultaneously triggering the team's rebrand from Australia SailGP Team to the Bonds Flying Roos. Jackman and Reynolds joined as co-owners that same month, according to au.variety.com, completing an ownership group that now combines elite sailing operations with Hollywood-grade entertainment instincts. The team entered the Abu Dhabi Grand Final chasing a record fourth SailGP championship, having previously won in 2019, 2021–22, and 2022–23, per En Wikipedia.
The objectives of the campaign operate on three levels simultaneously. First, it announces the new commercial partnerships to a global audience in a format designed for social sharing rather than passive broadcast consumption. Second, it functions as an accessible primer on SailGP and the 50-foot foiling catamarans that define the league's visual identity, lowering the barrier to entry for audiences in Australia who may be aware of the team's celebrity ownership without understanding the sport itself. Third, it reinforces the Bonds Flying Roos' positioning as a team that competes at the highest level while deliberately refusing to take itself too seriously — a tonal choice that aligns the Australian team's identity with the broader brand personalities of both Jackman and Reynolds. New partner branding debuted on-site at the Mubadala Abu Dhabi Sail Grand Prix on 29–30 November 2025, according to Mediahub Sailgp, giving the film an immediate live-event anchor. Clapboard Score: 63/100.
SailGP generated more than US$200 million in league revenue in 2025, up 68 per cent year over year from 2024, according to Sportico. That financial trajectory reframes the Bonds Flying Roos' new partnerships not as incremental sponsorship activity but as deliberate positioning inside one of global sport's fastest-growing commercial ecosystems. In Australia, where the team carries national flag status across international competition, the timing of the Bonds title partnership and the subsequent Maximum Effort campaign reflects a broader recognition that SailGP's audience is now large enough to justify premium-brand investment.
The league's global broadcast audience reached approximately 215 million cumulative viewers across its season, up from 193 million in the 2023–24 season, per sailgp.com. Average race audiences grew to approximately 18 million viewers, an increase of 17 per cent year over year, according to Sportico. For Bonds — a domestic Australian brand with decades of everyday consumer recognition — that scale provides access to an international audience that no domestic Australian media buy could replicate. The campaign's celebrity-led creative approach directly addresses a strategic challenge familiar to teams competing in SailGP against well-resourced rivals including Great Britain SailGP Team, backed by Sky Sports-linked broadcast partnerships, and New Zealand's Emirates Team New Zealand, which carries one of sailing's most storied competitive identities. Where those teams trade on institutional heritage and broadcast infrastructure, the Bonds Flying Roos trade on personality, irreverence, and the unique dynamic that Jackman and Reynolds bring from their established public personas. The arrival of monday.com as Official Global Work Management Partner, confirmed in a three-year deal announced on 25 November 2025 per Ir Monday, and Blueberry as Official Online Trading Partner, signals that the team's commercial model is scaling to match its on-water ambitions. The campaign exists to make that scaling moment visible and shareable.
Maximum Effort produced the campaign film for the Bonds Flying Roos. The agency, associated with Ryan Reynolds, brings a signature creative framework to the work: high-profile celebrity talent, compressed narrative, deadpan comedy, and a production register that reads as deliberately unpolished even when the underlying craft is considered. The Drum's senior reporter Amy Houston described the Maximum Effort film as tongue-in-cheek in a review published on 15 January 2026, noting that Jackman and Reynolds deploy underwear-based comedy as the vehicle for the partnership announcement — a tonal choice that is legible to general audiences in Australia and internationally without requiring any prior knowledge of SailGP or foiling catamaran racing.
The film features Jackman, Reynolds, and Tom Slingsby in a format that functions simultaneously as a brand explainer and an entertainment object. Slingsby, speaking about the production in coverage published by The Drum, stated: "Bonds, Hugh and Ryan bring a great energy to the team. It's fun, it's fast-moving and it matches the way we like to go racing, competitive, focused and not taking ourselves too seriously." That statement is significant as a creative brief in retrospect — the film's tone matches the team's stated competitive philosophy rather than imposing an external entertainment register onto a sports property. The speed and visual intensity of SailGP's 50-foot foiling catamarans provide the production's most arresting imagery, grounding the comedy in a genuinely spectacular athletic context. Production credits for the broader campaign beyond Maximum Effort's agency role are not publicly documented. The Drum published a second report on 9 April 2026 confirming that Maximum Effort created the campaign in partnership with monday.com, as reported by thedrum.com, which adds an unusual layer of commercial co-creation to the creative attribution — the work is simultaneously a team announcement, a sponsor introduction, and a product for the agency's own creative portfolio.
No verified performance data for the Bonds Flying Roos 2025 Maximum Effort campaign — including view counts, social reach, or earned media value — is publicly available from the team, Maximum Effort, Bonds, or monday.com at the time of writing. What is verifiable is the trade press response. The Drum covered the campaign twice: first on 15 January 2026 with a positive editorial review, and again on 9 April 2026, according to thedrum.com. That level of sustained trade coverage from a single outlet without equivalent pickup from Campaign, Ad Age, Adweek, or Contagious — as confirmed by available research — suggests the campaign travelled well within entertainment-adjacent media circles in Australia and internationally while not yet breaking into the broader advertising industry press.
Structurally, the campaign's effectiveness can be assessed against its three stated objectives. As a partnership announcement mechanism, it succeeded in generating a news moment around the Abu Dhabi Grand Final that connected commercial information — two new multi-year partners — to a shareable entertainment format. As a sport primer for audiences in Australia unfamiliar with SailGP, the celebrity-led approach makes foiling catamaran racing accessible without simplifying it. As a team identity statement, it establishes the Bonds Flying Roos' tonal position — competitive, self-aware, and entertainment-forward — in a way that differentiates them from rival SailGP national teams. The three-year monday.com partnership, as reported by ir.monday.com and Newshub Medianet, provides a commercial runway that suggests the team and its partners view this campaign as the opening statement of an extended brand narrative rather than a one-cycle activation.
The Bonds Flying Roos released a Maximum Effort-produced film announcing monday.com and Blueberry as new partners. Starring co-owners Hugh Jackman and Ryan Reynolds alongside Driver and CEO Tom Slingsby, the campaign debuted ahead of the Mubadala Abu Dhabi Sail Grand Prix 2025 Season Grand Final and serves as both a partnership announcement and a sport primer for Australian and global audiences.
Jackman and Reynolds joined as co-owners of the Australian SailGP team in June 2025, according to au.variety.com. Their involvement coincided with Bonds becoming the team's inaugural title partner and the team's subsequent rebrand to the Bonds Flying Roos, giving the team a celebrity-ownership model designed to expand its audience and commercial appeal in Australia and internationally.
Maximum Effort created the promotional campaign film for the Bonds Flying Roos. The agency, associated with Ryan Reynolds, produced the tongue-in-cheek video featuring Jackman, Reynolds, and Tom Slingsby. As confirmed by thedrum.com in April 2026, Maximum Effort produced the work in partnership with monday.com, making it an unusual co-branded creative project spanning sports, entertainment, and technology.
monday.com joined the Bonds Flying Roos as Official Global Work Management Partner in a three-year deal announced on 25 November 2025, per ir.monday.com. No financial value was disclosed. The partnership supports the operational demands of a team that moves people, equipment, and content production across continents throughout the SailGP season, with branding debuting at the Abu Dhabi Grand Final.
The Australian SailGP team, now racing as the Bonds Flying Roos, won three SailGP championships before the 2025 Abu Dhabi Grand Final, according to en.wikipedia.org. Those victories came in 2019, 2021–22, and 2022–23, all under the leadership of Tom Slingsby. The team entered the Abu Dhabi Grand Final chasing a record fourth title in the global sail racing series.
SailGP reached approximately 215 million cumulative viewers globally across its season, according to sailgp.com, up from 193 million in 2023–24. For Bonds Flying Roos sponsors including monday.com and Blueberry, that scale provides international exposure that no domestic Australian media buy could replicate, justifying multi-year commercial commitments from partners entering SailGP for the first time in 2025.
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