Australian underwear brand Bonds has signed a multi-year partnership with the Australian SailGP team, hot on the heels of its recent debut in the United States earlier this year.
The partnership includes title naming rights, with the Australian sailing team being rebranded as the Bonds Flying Roos, with Bonds also supplying underwear to the seven-strong Flying Roos team.
Alongside the partnership, the Bonds Flying Roos team also have two new celebrity co-owners, Hugh Jackman and Ryan Renolds.
The new partnership was unveiled ahead of the Mubadala New York Sail Grand Prix over the weekend, where the Bonds Flying Roos reportedly secured their second fleet race win of the event.
After a penalty in the opening race of the day, the Australians bounced back before finishing strong with an emphatic win in the final fleet race of the day.
Bonds Australia president Tanya Deans called the move a new chapter in its global brand push. This included its recent US marketing campaign featuring Australian icon Robert Irwin.
“We’re thrilled to join forces with such an iconic duo and an adrenaline-fueled sport ready for its moment in the spotlight,” Deans said. “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.”
Founded in 2019 by Sir Russell Coutts and Larry Ellison, SailGP pits 12 national crews in identical 50-foot foiling catamarans, ripping past 100 km/h just metres from shore in the key harbours across the world. Led by Olympic gold medallist Tom Slingsby, Australia has owned the leaderboard, three championships in four seasons, and now embarks on a new chapter aimed at super-charging fan engagement beyond the dock.
“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,” Slingsby said. “They bring unmatched star power, a love for storytelling, and a sharp sense of humour that fits perfectly with our team.
“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.”
Jackman and Reynolds also commented on the new venture. “Hugh brings a deep love for and pride in his home country as well as being an avid fan of sailing,” they said. “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.”
Meanwhile, SailGP director Andy Thompson said this is a key milestone for the trajectory of the global race, with the Bonds deal being the first time the Australian SailGP team has had a title partner.
Following the race over the weekend, the next race is set to take place in Portsmouth, England.