Scaleup Mediafund has launched its fourth media-for-equity fund, backed by $25 million in advertising capacity from News Corp Australia, Foxtel, NOVA Entertainment, oOh!media and REA Group.
The new fund is designed to help high-growth Australian consumer businesses build brand awareness through premium media exposure in exchange for equity.
The launch follows the full deployment of Scaleup’s third fund, which was valued at $15 million. Scaleup has operated since 2017 and has built a portfolio of more than 20 consumer-facing companies.
Five companies in that portfolio have reached acquisition or IPO. Its investments span consumer goods, health, fintech, proptech and services, including Hawke’s Brewing, Finder, Naked Life, Bare Funerals and NobleOak.
How Scaleup’s media-for-equity model works
Scaleup works with publishers and broadcasters to provide advertising inventory to early- and growth-stage companies. In return, the fund takes an equity stake in those businesses.
The model is aimed at founders that need mass-market awareness but may not yet have the cash reserves for large-scale campaigns across television, outdoor, radio and digital channels.
Hawke’s Brewing partnered with Scaleup in 2023, using media inventory to launch sustained brand campaigns across television, outdoor, radio and digital platforms.
According to Scaleup, the campaigns delivered tens of millions of impressions. Hawke’s volumes have nearly doubled year-on-year, while its Sydney brewery venue recorded strong trading over the 2025 festive period.
Scaleup seeks next generation of consumer startups
Michael Lamont, Investment Principal at Scaleup Mediafund, said the fourth fund reflects continued confidence in the model.
“The launch of our $25 million fourth fund is a strong vote of confidence in the media-for-equity model. Since inception, we have demonstrated that giving early-stage companies access to premium advertising inventory is a powerful catalyst for sustainable growth.
“Many emerging consumer brands hit a wall. They need mass market awareness to grow, but cannot afford the upfront cash required for major media campaigns. Scaleup bridges that gap.
“We back founders with premium advertising space, enabling them to reach millions of Australians and scale without draining cash reserves.”
Lamont said Scaleup is now looking for Australian startups with a strong consumer offer, evidence of product-market fit and readiness to scale.
“With Scaleup Fund 4 now active, we are looking for the next generation of ambitious Australian startups. We want to hear from founders with a strong consumer offering, demonstrated product-market fit, and readiness to scale.
“With the combined reach of News Corp Australia, Foxtel, NOVA Entertainment, oOh!media, and REA Group, we have the media firepower to help make brands household names.”
Applications and program details are available via the Scaleup Mediafund website.
Top image: Michael Lamont