In a headline-making alliance between sport and cinema, global football icon Cristiano Ronaldo and action auteur Matthew Vaughn have launched UR•Marv, a new independent film studio aiming to shake up traditional production models with high-octane storytelling and cutting-edge technology.

The venture—quietly in motion behind the scenes—is already in full stride. UR•Marv has completed two feature films and is currently in production on a third, all within a single action-focused franchise co-financed and co-produced by Ronaldo and Vaughn. Details on the first film are expected soon.

“This is an exciting chapter for me, as I look ahead to new ventures in business,” Ronaldo said of the announcement.

Vaughn, whose signature style helped shape titles like Kingsman, Kick-Ass, and X-Men: First Class, sees UR•Marv as a platform to create bold, internationally resonant action stories—with Ronaldo as more than just a name above the credits. “Cristiano has created stories on the pitch that I could never have written, and I look forward to creating inspiring movies with him – he’s a real-life superhero,” said Vaughn.

UR•Marv blends two distinctly global brands into a creative force with built-in international reach. For Vaughn, it’s an evolution of the action-satire space he’s long dominated through his MARV production company. For Ronaldo, it’s a strategic step into long-term entertainment play. The Portuguese star has expanded his influence across digital media and publishing, including a major investment in Medialivre (formerly Cofina Media), and the launch of his lifestyle-focused YouTube channel “UR Cristiano” in August 2024.

With a growing number of athletes entering media and ownership roles, Ronaldo’s approach reflects a future-forward mindset—one that positions celebrity not just as a tool for marketing, but as a structural pillar of content development. UR•Marv isn’t a vanity label; it’s a new kind of power player in the independent production space.

As the first UR•Marv titles prepare to hit the market, industry observers will be watching closely to see if this sport-to-screen partnership can convert international fanbases into box office traction. One thing is clear: Vaughn and Ronaldo are betting on a shared playbook—global reach, big action, and brand-forward storytelling.