GaryVee backs affiliate agency Paul St. as equity partner

What's the deal? Gary VaynerchukDealroom has a profile for this one. Try Dealroom →, chairman of VaynerXDealroom has a profile for this one. Try Dealroom → and chief executive officer of VaynerMedia, has taken an equity stake in affiliate marketing agency Paul St. as part of a strategic partnership. The early-stage investment, announced in July 2026, was for an undisclosed sum.

Who's involved? Aaron Paul, Paul St.'s cofounder and chief executive officer, said Vaynerchuk would be "heavily incentivized" to see the agency succeed as an equity partner.

What's the endgame? Paul pointed to Vaynerchuk's experience scaling his own agency, along with his connections to C-suite executives, as the main draw. "If I were starting a cookware brand and I needed a face for the business, it would be Gordon Ramsay," Paul said, likening the value of Vaynerchuk's profile to the deal.

The signal: The tie-up pairs one of marketing's best-known personalities with a niche affiliate agency, betting that Vaynerchuk's reach and credibility can accelerate a young startup's growth.

Read more: Adweek