New York City, 20 February 2025 – mediaforgrowth (MFG), the global platform for media capital investments, is launching in the U.S. with $30 million in advertising credits raised to support high-growth consumer brands. Media partners such as Sinclair as well as the world's leading Spanish-language media company have contributed in different capacities.
In its first U.S. investment, MFG is deploying up to $5 million in media credits to amplify LA Golf, a leading performance-driven golf brand, across strategic U.S. markets. The LA Golf advertising campaign featuring professional golfer, Bryson DeChambeau, will air across Sinclair’s television stations on Friday, February 21st.
MFG’s expansion comes as traditional venture capital funding for consumer brands declines. Although consumer startups have fueled nearly half of all venture-backed IPOs, only 16% of total VC funding now goes to consumer-focused companies—the lowest since 20151. Media capital offers an alternative growth engine by providing brands with advertising inventory, enabling national reach while preserving cash.
Bringing the Media Capital Model to the U.S.
Since its founding in 2022, London-based MFG has become the leading platform for media capital investments, with 20+ media partners and a portfolio of 24 alumni companies across 10 countries, including publicly listed Camplify (ASX: CHL).
Led by Diana Florescu, a serial entrepreneur and Forbes 30 Under 30 honoree, MFG takes a fresh and dynamic approach to the distribution of media capital. The platform allows media companies to deploy their advertising inventory in high-growth consumer brands. Media partners pay a membership fee for access to deal flow, events, data, and research while providing MFG with media credits for investment. MFG manages the entire investment process, including deal sourcing, due diligence, negotiations, and portfolio management—turning media capital into a revenue-generating asset.
“We are excited to bring this model to the U.S., where consumer brands can leverage media capital to accelerate their reach across key strategic markets. What sets MFG apart is its diverse media stack, global network of investors, and unique startup media programs providing founders with a dedicated team of media planners, branding experts, and media capital investments to amplify their presence in key European markets and the US.” - Diana Florescu, CEO & Founder at mediaforgrowth
The board at MFG has a well-established track record in media capital investments, media strategy, and finance. It includes Neville Taraporewalla, former President of Times of India Group North America and a former executive at Yahoo and Microsoft; Niko Waesche, Founding Partner of German Media Pool, Europe’s leading media capital fund; Luca Zaccagnino, former Head of Innovation at UBS; Mary Ann Halford, an internationally recognized media strategist who played a key role in establishing Fox International Channels, Christophe Loisel, Global Growth Director at RTL AdAlliance (part of Bertelsmann Group) and Michael Monheim, senior media executive former VP at Axel Springer.
A Smarter Way to Scale Consumer Brands
Media capital is reshaping brand-building strategies. Data from MFG’s Deal Hub—the world’s largest media capital database—indicates that brands using media capital to scale on TV reach mass-market penetration five years earlier than brands following traditional growth models.2
By securing media capital, growth-stage startups can unlock:
- Access to advertising inventory, driving mass awareness and customer acquisition
- An extended operational runway, allowing them to reallocate cash to other key operations
- Specialized media expertise and a diverse media mix, reducing reliance on digital channels
The MFG model empowers media companies to invest early in high-potential brands, attract new advertisers, and diversify cash flow, all while reclaiming their share of the $772bn3 advertising market increasingly dominated by Big Tech.
MFG uniquely positions media companies to appeal to a new set of advertisers who may not have previously considered mass-market channels. This venture model not only uncovers a new category of advertisers but also aids in diversifying cash flow, moving beyond traditional revenue sources.4 Being part of a larger, diverse investment group under the MFG model also ensures more stable, risk-mitigated cash flow streams, securing media partners’ financial footing in an ever-evolving advertising market.
MFG plans to announce new media partners and investments in the coming months and anticipates securing total media commitments exceeding $50 million by the end of 2025.
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Contact Details
Diana Florescu
diana@mediaforgrowth.co
About mediaforgrowth
MFG is a global platform for media capital investments. Founded in 2022 and headquartered in London, UK, with offices in California, US, MFG collaborates with a network of over 20 international media partners. The platform syndicates media capital rounds and deploys media credits by leveraging the advertising inventory of its media partners. What sets MFG apart is its diverse media stack and global network of investors. The MFG Program is an international initiative designed for fast-growing consumer brands. It offers participants the chance to collaborate with a dedicated team of media planners and branding experts, while also securing media capital investments to amplify their presence in key European markets and the US. For more information about the upcoming editions and how to apply, visit www.mediaforgrowth.co.
1 Source: DealRoom and “State of European Tech Report”, 2024, Atomico, p.111
2 Source: Based on 278 brands founded in the last decade and who raised at least one media capital round, MFG Deal Hub as of February 2025; and VAB analysis of Nielsen Ad Intel data, TV spend (national cable TV, national broadcast TV, Spanish language broadcast TV, Spanish language cable TV, spot TV, syndicated TV), Jun ‘16 – Jun ’20 (calendar months) showing an 8 year average marketing journey for a brand to start advertising on TV.
3 Source: Global Ad Spend Forecasts, December 2024 - Dentsu
4 Source: 68.8% of media fund managers reported financial returns from their media capital investments. The MFG Survey includes responses from 16 fund managers. These respondents represent 60% of media capital fund managers globally who have actively invested in the last five years.