Australian underwear brand BONDS signed a multi-year partnership agreement to become the Title Partner of the ‘BONDS Flying Roos’ SailGP Team.
Australia’s three-time SailGP champions also revealed its two new co-owners, Hugh Jackman and Ryan Reynolds, who will partner with Driver and CEO Tom Slingsby to lead the rebranded BONDS Flying Roos SailGP Team.
As part of the new ownership, BONDS underwear will keep the Aussie athletes race-ready with their well-known signature undies.
“We’re incredibly excited to set sail together in this new adventure. Hugh brings a deep love for and pride in his home country as well as being an avid fan of sailing. He will also be bringing his overly clingy emotional support human along for the ride. Apologies in advance to Australia. No comment on whether we’re writing this in our BONDS. No further questions,” said Jackman and Reynolds.
Australia has topped the SailGP leaderboard by three championships in four seasons, now focusing on boosting fan engagement beyond the dock.
As Official Title Partner and Official Underwear Partner, BONDS brings over 100 years of Australian heritage and comfort to the BONDS Flying Roos.
“This is an incredible milestone for us and for our sport, having global icons Hugh Jackman and Ryan Reynolds come on board as co-owners of our team. They bring unmatched star power, a love for storytelling, and a sharp sense of humour that fits perfectly with our team,” said Slingsby.
“With BONDS joining as our Title Partner and the launch of the BONDS Flying Roos, we’re building something distinctly Australian; a team driven by spirit, resilience, and national pride.”
Partnering with the Flying Roos signals a new chapter for BONDS, fueled by global growth and cultural momentum. Following its US launch with ambassador Robert Irwin, the partnership solidifies BONDS as a brand that combines performance with personality, from their maneuvers to their waistbands.
“Today marks a landmark moment not just for the Australia SailGP Team, but for the trajectory of SailGP globally. We’re thrilled to officially welcome Hugh Jackman and Ryan Reynolds as co-owners of the newly-branded BONDS Flying Roos, bringing with them an extraordinary combination of global reach, vision, commercial nous and no doubt plenty of fun along the way too,” said Andy Thompson, Director of SailGP.
The BONDS Flying Roos SailGP Team will debut under their new name and ownership at the Mubadala New York Sail Grand Prix from June 7 to 8, aiming to defend their top spot on the leaderboard and achieve a memorable victory to honor their new co-owners and partners.
“BONDS is famous for its signature Aussie spirit and it’s no secret that Aussies love sport, being on the water, and just a hint of danger. Enter SailGP, the next exciting chapter in our journey to take BONDS to the world,” said Tanya Deans, President of BONDS Australia.
“We’re thrilled to join forces with such an iconic duo and an adrenaline-fueled sport ready for its moment in the spotlight. And how do you say no to Hugh Jackman? He’s Australian royalty! As we set sail on this new adventure, the BONDS Flying Roos have one less thing to worry about – we’ve got their backs (and bums) covered.”