Reynolds said his investment team has been looking for exciting opportunities in companies that have “so much room to grow in terms of storytelling” and he and Fayer “just hit it off.”
David Soberman, the Canadian national chair in strategic marketing and a professor at University of Toronto’s Rotman School of Management, said this response suggested Reynolds was acting in a role more akin to a spokesperson for Nuvei, alongside his investment. Soberman said an analysis of the company and its projection of profitability over the long term seemed to be less of a factor in the relationship.The announcement comes just over a month after Reynold’s partially-owned budget wireless providerReynolds also co-owns Aviation American Gin and Wrexham Football Club.
However, Soberman said consumers should have a degree of skepticism when looking at the trend of celebrities backing products in which they may not be experts.Article content
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