ITV AdVentures Invest

ITV AdVentures Invest offers TV advertising to leading, high-growth, digital-first companies in the UK in return for equity. This means that we're aligned to a company's success through our confidence in the power of TV to accelerate growth rapidly.

ITV is the largest commercial broadcaster in the UK, with high quality content and unrivalled reach across all relevant target groups. Our strong combination of channels enables different media strategies, encompassing a tailored selection of target groups, viewing patterns and UK regions. 

More than 400 consumer-facing start-ups have already taken advantage of media for equity investments across Europe, carried out side by side with venture capital funds. 

What are the benefits for your business?

£1m+ £1m+ premium media inventory for defined audiences across chosen UK regions.

Flexibility A flexible media plan, built around your strategy, which can be phased and adjusted in flight.

Opportunities Access to partnership, sponsorship and promotion opportunities.

Support Know-how and support regarding the deployment of ITV media from an experienced in-house team.

Partnership ITV as a strategic growth partner with aligned objectives.

Lean & fast Our investment process is lean and fast, adjusted to the requirements of startups and venture capital.

Which companies are eligible?

ITV exclusively invests in entrepreneurial companies that are VC-funded and those which are highly likely to benefit from ITV media, especially consumer offerings with mass market target groups. For example, we would consider businesses across ecommerce, fintech, agetech, pets, health and wellness, consumer goods and food. We are looking to partner with businesses that are seeking to scale rapidly with proven consumer operations. 

If your business is at an earlier stage, but you would like to understand more about TV, our colleagues in ITV AdVentures Ignite would be happy to speak to you.

Terms are subject to contract. 

Meet the team

                                  Sheena Headshot High Res.png


Sheena runs ITV’s media for equity fund as Director of ITV AdVentures. She brings a wealth of experience across both investing and TV/media. Sheena began her career as a venture capitalist at Summit Partners and has gone on to hold senior positions at Virgin Media, Dixons Carphone, UKTV and BBC Studios. 
Sheena has direct experience launching and running a media for equity fund prior to joining ITV and she also understands the challenges of launching and growing a business having founded and run a successful startup of her own. She is a passionate ambassador for entrepreneurship having served as a Board Trustee of Young Enterprise for 8 years. Sheena graduated with an MA in Philosophy, Politics and Economics from Oxford University.




Callum, as AdVentures Business Controller, heads up our dedicated media team and ensures our portfolio companies receive maximum value from their media for equity partnership - from initial KPI alignment, through to media pricing, campaign planning and execution. 
Callum has many years of experience within the television advertising arena, and across his career has worked with most media and barter agencies, as well as directly with many businesses. Since the launch of ITV AdVentures, he has focused solely on working with startup and scaleup brands.
With extensive knowledge of both the ITV and wider media landscapes, Callum is an energetic character who is passionate about achieving results for our partners.



Kate, as Client Strategy and Planning lead for ITV AdVentures, supports our portfolio companies with their campaign strategy, creative execution and measurement / attribution. Kate is a creative strategist by background and a highly respected and award-winning strategic leader with over twenty years’ experience across a range of communications disciplines from advertising to PR to digital, and across multiple sectors.
At ITV, Kate has created a team of 20 multi-disciplinary strategists with expertise in creativity, media, cultural strategy and effectiveness. Kate served as the 2021-22 President of WACL (Women in Advertising and Communications Leadership).


Our Investments

Learn more about our previous investments and what we can do for you.

Start your journey today

TV works. It’s as simple as that. We're open and on the lookout for our next round of partners, so if you’re looking to scale up and accelerate growth in a cost effective way, we'd love to speak to you. Email our dedicated team on

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