New York City, NY, October 9, 2025 – Atmosphere TV, the world’s leading streaming television service for businesses, has joined MFG as a media partner, adding connected TV to MFG’s stack of media capital offerings. Atmosphere joins existing partners Sinclair Broadcasting Group, TelevisaUnivision, Tennis Channel, Particle 6, and JCDecaux, giving growth-stage companies access to audiences across out-of-home and CTV environments at a massive scale.
Atmosphere TV is streamed in 60,000+ venues worldwide, including restaurants, gyms, airports, and retail locations, reaching 160 million monthly viewers. With curated programming across 30+ channels, Atmosphere creates high-value moments of attention where consumers are most receptive.
This announcement comes at an inflection point in how brands are built, how consumers search and discover, and how they consume content. As AI reshapes discovery through Generative Engine Optimization (GEO), the funnel is compressing.
“Brand has become the new performance,” said Diana Florescu, CEO and Founding Partner at MFG. If consumers only prompt for the brands they already know, then mid-to-upper funnel channels like CTV and out-of-home will be the engines that drive aided awareness and consideration. Adding Atmosphere to our media stack gives our portfolio companies a unique way to reach consumers, strengthening our multi-channel approach to growth.”
MFG enables high-growth brands to exchange equity for premium media inventory from top global partners. This model enables brands to access mass media years ahead of peers, accelerating brand recognition, driving cash-efficient growth, and positioning companies for premium valuations and faster exits.
“Joining MFG lets us open our network to the next wave of breakout brands,” said Blake Sabatinelli, CEO of Atmosphere. “Atmosphere is all about reimagining TV outside the home, and by combining with MFG’s media stack, we can give fast-growing brands the kind of exposure typically reserved for the world’s biggest advertisers.”
With Atmosphere joining the investment platform, MFG now provides growth companies access to CTV, Linear, Streaming, Digital, Print, and Out-of-Home channels, a media mix designed for both reach and relevance.
About mediaforgrowth (MFG)
MFG is a multi-channel media investment firm with offices in London, New York, and San Francisco. MFG provides strategic capital to Series A+ consumer brands through a media-for-equity model, leveraging premium media inventory and access to U.S. households via its diverse stack of media partners. MFG invests $1–10M in media credits, supported by in-house media planners and creative development partners. Through high-impact campaigns across TV, streaming, digital, print, and out-of-home (OOH) channels, MFG enables brands to scale reach, reduce customer acquisition costs, and extend operational runway. Learn more at www.mediaforgrowth.co
About Atmosphere
Atmosphere is the leading business streaming TV platform, delivering original and partner programming across 30+ channels to over 160 million monthly viewers. With a footprint in 60,000 venues worldwide, Atmosphere transforms televisions in restaurants, gyms, airports, medical centers, and retail locations into dynamic entertainment and advertising platforms. Recognized by Deloitte, Fast Company, and Forbes for rapid growth and innovation, Atmosphere creates new opportunities for brands to connect with consumers in real-world environments. For more information, visit www.atmosphere.tv.
