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ITV AdVentures is the corporate venture capital arm of ITV, based in London, United Kingdom, investing in early-stage and growth-stage consumer companies through a media-for-equity model. The firm acquires minority stakes in digital and direct-to-consumer startups, providing advertising inventory across ITV's channels and ITVX in exchange for equity. It operates with an annual media-for-equity fund of £15 million, which also allocates £1 million in equity-free airtime to eligible UK startups via partnerships. Its diverse portfolio features recognizable consumer brands such as location app what3words, plant-based foods THIS™, menswear brand Spoke, wellness company Feel, and online car marketplace Carwow. Sheena Amin serves as CEO. Founded in 2020 by Niko Waesche, ITV AdVentures continues to support innovative businesses. Its business model centers on media-for-equity, where ITV invests alongside venture capital in startups and provides TV advertising airtime in return for equity stakes.
