How Celebrity Partnerships Can Take Your Brand to the Next Level Celebrities and influencers aren't just for entertainment — they're powerful partners who can amplify your brand, boost market visibility and drive growth when the alignment is authentic and strategic.
By Rogers Healy Edited by Micah Zimmerman
Opinions expressed by Entrepreneur contributors are their own.
Picture this — you're producing a movie, and you get to pick the perfect lead. Who would it be? Your favorite celebrity? A rising influencer? The next big name in music?
Now, as a startup founder in 2024, this isn't just a fantasy. The lines between everyday brands and big names are blurrier than ever. Whether you're just starting out or already running a multi-million-dollar business, the chance for an influencer or celebrity to notice your brand is more real than you might think.
As I wrote this, I knew exactly who to call for the inside scoop on partnerships — my best friend, Steve Olenick. He's a celebrity lawyer and the Partner and Chair of the Sports & Entertainment Practice at Mintz Levin, where he's done countless deals that involve talent getting equity for promotion and services. His insights drove home how celebrity partnerships can boost startup goals. Steve also emphasized that authenticity is key; when a celebrity genuinely believes in your brand, the partnership is more likely to resonate with audiences.
I want to remind and encourage anyone reading this to think big. Dream big — bigger than you thought you could. Then, dream even bigger. Then, navigate fearlessly until you strike gold.
Related: How to Harness the Power of Celebrity Endorsements
As a 7x founder, I understand how hard it is to step out of your day-to-day grind, especially when it's working. Sometimes, our freedom, creativity and imagination (aka what initially led us to start a business) get lost in the chaos of operations and management. We need to remember to dream big every day.
I want to remind you that your opportunities are endless in this world.
Brands and celebrities go hand-in-hand in 2024. Peas in a pod. Salt and pepper. Glenn Frey and Don Henley. Our lives are so digitally connected now that most brands can secure a dream influencer or celebrity partnership if the stars align.
In today's business world, celebrities aren't just for movies and music. They've become pivotal players in the startup scene. Star power can give your startup the spotlight to blow competitors out of the water.
Stars have transformed their industries with charisma, talent and a knack for connecting with audiences. Just like Mick Jagger, Freddie Mercury and David Bowie (to name a few) captivated millions with their performances, they can do the same for your startup.
Startups are the new rockstars. Seriously. We live in a time when being an entrepreneur is just as cool as being a pop star, and the concept of having celebrities endorse your company has taken off. This isn't just about adding some star power to your brand; it's about leveraging it to drive growth and engagement. Celebrities bring their massive fan bases, extensive networks and influence.
Related: This is How to Use Celebrity Partnerships to Make a Fortune
Think of it as turning founders into fans with benefits far beyond fame.
Celebrities aren't just bright lights; they bring attention to your brand and (typically) massively engaging followings. Their endorsements can catapult your brand into the limelight faster than you can say "viral."
Doesn't every brand aim to go viral these days? This means more visibility, translating to more customers and increased loyalty.
Think about it. Having a celebrity endorse your brand can fast-track its launch and market penetration. It can also significantly boost your market reach and consumer engagement. Celebrities' fans often become loyal customers, driving growth and solidifying your market position.
Steve mentioned that clearly aligning the celebrity's brand and your startup's mission is crucial for a successful partnership and eventual monetization. "Aside from clear alignment you also will need to navigate a complex private capital structure and consider whether the investment aligns with their brand and broader financial strategy."
We live in a time when finding the right person to endorse your product is more possible than ever. When it makes sense, don't run from it—embrace it. Having your brand backed by that specific star power can showcase uncapped potential. Then, connecting the dots (my favorite) becomes easier than ever, and those strategic partnerships make sense.
I don't say this to scare you or make you think your brand or company needs to be celebrity-backed to be successful. Countless startups flourish and find success without additional personalities attached. Not all opportunities are the right ones to pursue, but if the shoe fits, go for a spin and see where you end up.
Only proceed with a celebrity partnership if it aligns authentically with your brand and the timing is right.
However, if partnering with a celebrity aligns with your brand and can amplify your message, lean into it. Celebrity deals can be a game-changer when looking to scale your business. The benefits are clear and can be the next big thing your business needs to scale.
Related: Top 5 Traits of Successful Entrepreneurs
Steve also pointed out that the right celebrity can help navigate challenges and open doors through their vast network, acting as a catalyst for growth.
Be bold in leveraging a partnership when it comes naturally and organically.
And remember to put yourself out there relentlessly — you will miss every shot you don't take.
It's time to think big and aim for the stars… literally and figuratively. Consider strategic celebrity partnerships for the success of your next venture. If the shoe fits, it might be time to roll out the red carpet for your next move when the time is right.
