VC-backed Unruly acquired by News Corp for £114m

Amadeus, Endeit and BGF invested $25m in Unruly in January 2012. Since receiving VC funding, Unruly has undertaken an acquisitive growth strategy, bolting on German competitor Shareifyoulike in May 2013.

The company has also ramped up the size of its team and expanded its international presence. Most recently the business opened a new office in Sydney and agreed a partnership with Dubai-based business Future Tech Media.

The investors had considered an exit via the public markets before the potential trade sale to News Corp materialised.

Under News Corp's tenure, Unruly will continue to operate as an independent entity, with its existing management team reporting to Rebekah Brooks, chief executive of News UK.

Company
Founded in 2006 and headquartered in London, Unruly distributes sponsored video content for media agencies and brands. The company generated a turnover of $45.9m in its most recent financial year, up 35% year-on-year.

People
Stephen Welton is the CEO of BGF. Amadeus's Richard Anton was chairperson at Unruly for a year, following the firm's initial investment. Martijn Hamann is a partner at Endeit. Scott Button is the co-founder and CEO of Unruly.

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• Topics
• Exits
• UK / Ireland
• Media
• United Kingdom
• BGF (Business Growth Fund)
• Amadeus Capital
• Trade sale