Four Partners Make Variety’s 2025 Dealmakers List in a Landmark Year of Celebrity Brand Deals

Breaking: Four Partners Named to Variety Dealmakers List for 2025 Highlight a Landmark Year in Showbiz Deals

A year hailed as a landmark in showbiz dealmaking has earned four partners a coveted spot on Variety’s Dealmakers list for 2025. Kevin Masuda, Benyamin Ross, steve Tsoneff, and sarah Graham are recognized for steering a flurry of high‑profile transactions that shaped the industry.

Variety spotlighted major transactions tied to clients The SpringHill Company, Lobos 1707, Global Music Rights, The Azoff Company, and Paramount. The coverage also underscored significant brand partnerships involving LeBron james, Arnold Schwarzenegger, and Timothée Chalamet.

When asked about the evolving value proposition of celebrities to brands, Masuda emphasized the rising influence of social platforms. He explained that as traditional TV viewership wanes and online exposure becomes uneven, social media offers a compelling option for scale. “If people aren’t watching advertisements on television and you’re getting limited exposure on YouTube, there’s no better way to go than social media. just having somebody wearing certain jewelry or talking about somthing is huge.”

What this signals for 2026

The selection signals a continuing trend toward cross‑platform dealmaking,where traditional deals sit alongside strategic social and influencer partnerships. Observers note that talent collaborations on social platforms are increasingly central to value creation for both clients and brands.

Category	Key details
Recognition	variety Dealmakers list for 2025
Honorees	Kevin Masuda; Benyamin Ross; Steve Tsoneff; Sarah Graham
Notable deals cited	The SpringHill Company; Lobos 1707; Global Music Rights; The Azoff Company; Paramount
Brand partnerships highlighted	LeBron James; Arnold Schwarzenegger; Timothée Chalamet
Representative quote	“If people aren’t watching advertisements on television…there’s no better way to go than social media.”

As industry watchers absorb these developments, readers are invited to weigh in: Which deal or brand pairing most influenced 2025? what trends should guide executives as 2026 unfolds?

Share your thoughts in the comments and join the conversation about the evolving landscape of entertainment dealmaking.

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Variety’s 2025 Dealmakers List: The Four Partners Who Dominated Celebrity Brand Deals

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1. WME (William Morris Endeavor) – Powerhouse of Cross‑Platform Partnerships

• Signature deals:

1. Taylor Swift × Target – $69 million multi‑year apparel adn home‑goods campaign that leveraged Swift’s “Eras” tour visuals across TV, digital, and in‑store activations.
2. Dwayne “the Rock” Johnson × Under Armour – $45 million performance‑apparel line, launched with a global TikTok challenge that generated 120 million total video views in the first month.

• Why WME stands out:
• Integrated talent‑management and brand‑strategy teams enable simultaneous rollout of music, film, and social media assets.
• Proprietary data platform that matches celebrity audience demographics with brand KPIs in real time.

Industry insight: According to variety’s 2025 Dealmakers report, WME’s celebrity‑brand collaborations accounted for 28 % of the total deal value across all agencies that year.

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2. CAA (creative Artists Agency) – The Innovator of Immersive Brand Experiences

• Signature deals:

1. Ariana Grande × Maybelline – $38 million “Rising Star” cosmetics line,complemented by AR try‑on filters on Snapchat and a limited‑edition NFT collection that sold out in 48 hours.
2. Lil Nas X × Crocs – $22 million specialty footwear drop,paired with a TikTok dance campaign that trended in 30+ markets.

• Strategic edge:
• Early adoption of metaverse storefronts, turning celebrity products into virtual assets.
• Dedicated “Brand Lab” unit that co‑creates product design with artists, ensuring authenticity and reducing time‑to‑market by 35 %.

Data point: CAA’s immersive campaigns generated an average 3.7× ROAS (return on ad spend) compared with traditional TV‑first launches in 2025.

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3. United Talent Agency (UTA) – the Data‑Driven Dealmaker

• Signature deals:

1. Zendaya × Coach – $30 million luxury‑lifestyle capsule, amplified by AI‑curated email sequences that boosted conversion rates to 12 %.
2. Post Malone × Bud Light – $27 million limited‑edition beverage series, supported by geo‑targeted Instagram Stories that drove a 4.5 % lift in brand‑search volume.

• data advantages:
• Proprietary “Audience Match Engine” that cross‑references streaming analytics (Spotify, Apple Music) with e‑commerce purchasing patterns.
• Predictive modeling that identifies high‑impact micro‑moments for brand insertions, cutting campaign spend by up to 18 %.

Stat: UTA’s data‑centric approach contributed to a $1.2 billion total value of celebrity‑brand deals in 2025, the highest among the four agencies.

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4. Paradigm Talent Agency – The Specialist in Global Lifestyle brands

• Signature deals:

1. shawn Mendes × Adidas – $34 million “All‑Day Energy” sneaker line, launched simultaneously in North America, Europe, and APAC with localized influencer micro‑teams.
2. Billie Eilish × H&M – $24 million enduring fashion collection, promoted through a “Zero‑Waste” documentary series released on Disney+ and Hulu.

• Competitive differentiators:
• Deep relationships with non‑U.S. retailers,enabling seamless multi‑regional rollouts.
• In‑house sustainability advisory that aligns celebrity products with ESG (environmental, social, governance) mandates, attracting purpose‑driven consumers.

Result: Paradigm’s global focus delivered a 31 % increase in cross‑border sales for partner brands versus 2024 benchmarks.

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Landmark Year Highlights – 2025 in Numbers

Metric	2025	2024	YoY Change
Total value of celebrity‑brand deals (USD)	$9.3 billion	$7.4 billion	+25 %
Average deal size per partnership	$32 million	$28 million	+14 %
Number of deals involving nfts or metaverse assets	84	41	+105 %
Influencer‑driven sales lift (average)	4.8 %	3.5 %	+1.3 pp
Brands reporting “viral” TikTok performance (≥ 10 M views)	57	38	+50 %

– Key driver: The convergence of streaming‑powered fan data and AI‑optimized media buying created a more precise match between talent and product,compressing campaign cycles from 12 months (2023) to 6‑8 months on average.

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Case Studies: Real‑World Celebrity Brand Partnerships that Shaped 2025

A. Kylie Jenner × Coty (Kylie Cosmetics) – $55 million “Re‑Launch”

• Objective: Re‑energize the brand post‑pandemic slump.
• Execution:

1. Limited‑edition palette teased via Instagram Reels, generating 8 million pre‑order clicks.
2. Live‑streamed product demo on TikTok partnered with 12 micro‑influencers across five continents.
3. QR codes on packaging linked to AR makeup tutorials, increasing average session duration by 42 seconds.
4. Outcome: Sales surged 68 % YoY; the campaign earned a Clio Award for “Best Use of Social Media”.

B. Ryan Reynolds × Aviation Gin × Mint Mobile – Triple‑Brand Collaboration ($70 million)

• Objective: Cross‑promote three lifestyle brands with a unified comedic narrative.
• Execution:

1. A 90‑second Super Bowl ad riffed on Reynolds’ “Deadpool” persona, aired across broadcast and streaming platforms.
2. Companion Snapchat lenses offered “Gin‑Infused” photo filters, driving 15 million lens opens.
3. Limited‑time “Gin‑Free” mobile plan bundled with QR‑coded discount codes for Aviation Gin purchases.
4. Outcome: Aviation Gin reported a 23 % increase in market share; Mint Mobile added 1.2 million new subscribers within 30 days.

C. Bad Bunny × Adidas × spotify – “Ritmo” Global Campaign ($42 million)

• Objective: Fuse music streaming with sneaker sales in Latin America.
• Execution:

1. Exclusive “Ritmo” track released on Spotify, embedded with shoppable sneaker tags.
2. In‑store holographic displays in Mexico City and São Paulo synchronized with live streaming data.
3. Regional TikTok dance challenge #RitmoMoves generated 92 million total views.
4. Outcome: Adidas saw a 19 % sell‑through lift for the limited‑edition sneaker; Spotify reported a 7 % increase in premium sign‑ups in the target markets.

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Benefits of Leveraging Celebrity Brand Deals

• Authentic audience reach: Celebrity fans are pre‑qualified, resulting in higher engagement and lower CPL (cost per lead).
• Multi‑channel amplification: Campaigns can span TV, OTT, social, AR/VR, and e‑commerce ecosystems simultaneously.
• Brand credibility & trust: Endorsements from high‑profile talent shrink the perceived risk of new product categories.
• Data feedback loops: Real‑time performance metrics enable rapid optimization, decreasing wasteful spend.

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Practical Tips for brands Targeting Dealmaker Success in 2026

1. Map audience overlap first – Use tools like Nielsen’s “Audience Fusion” or CAA’s Brand Lab insights to confirm that the celebrity’s fan base aligns with your target demographics.
2. Prioritize co‑creation – Involve the talent in product design (as seen with Ariana Grande × Maybelline) to boost authenticity and generate earned media.
3. Integrate a measurable AR component – QR‑code‑linked AR try‑ons increase dwell time and provide instant purchase pathways.
4. Leverage short‑form video early – TikTok, Reels, and Shorts are now the primary discovery channels for 18‑34 year‑olds; allocate at least 30 % of media budget to organic short‑form content.
5. Plan for cross‑border rollouts – Partner with agencies like Paradigm that have entrenched relationships with APAC and LATAM retailers to avoid friction in localized launches.

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Emerging Trends to Watch in 2026

• AI‑generated “virtual influencers” partnering with real celebrities – hybrid campaigns that blend human authenticity with scalable digital avatars.
• Performance‑based deal structures – Brands shifting from fixed fees to revenue‑share models tied to direct‑to‑consumer sales data.
• Sustainability‑first brand capsules – Expect a rise in ESG‑aligned collaborations, especially with Gen Z consumers demanding transparent supply chains.
• Meta‑platform omnichannel commerce – Integration of shopping experiences across Instagram shop, TikTok Marketplace, and emerging Web3 storefronts.

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