CHANNEL 4 is offering four Black-owned British companies the chance to win £150,000 worth of television advertising as part of its "Black in Business" initiative. This groundbreaking program, in collaboration with Lloyds, provides businesses with the opportunity to create their own commercial to air on the channel, alongside six months of marketing and business mentorship.
Launched last year, the initiative targets companies that had a minimum turnover of £250,000 in their last financial year and have never previously invested in TV advertising. Additionally, at least 50% of the company’s founding team must identify as Black.
The idea for "Black in Business" stemmed from Channel 4 Sales research showing that 56% of Black-owned businesses only receive funding once they’ve become successful, compared to just 35% of their white counterparts. In its inaugural year, the initiative saw over 1,000 applications, with commercials created by the five chosen beneficiaries reaching an impressive 21.5 million viewers.
One of last year’s winners was The Turmeric Co., founded by former footballer Thomas Hal Robson-Kanu. The UK-based health drinks brand, which supports athlete recovery, gained significant exposure through its TV spot. “Inclusivity and diversity are crucial today,” said Robson-Kanu. “With less than 1% of supermarket brands being Black or multi-ethnic-owned, initiatives like this provide a much-needed platform to raise awareness and create opportunities. It’s fantastic.”
Other companies that benefitted from the first wave of "Black in Business" included Dalgety Herbal Teas, ethical fashion brand LØCI, clean-eating brand The Gym Kitchen, and haircare brand TreasureTress.
Jamelia Donaldson, founder and CEO of TreasureTress, emphasised the importance of visibility for her company: “The community we serve needs our voice to be amplified, and having our brand on TV does just that. It also highlights the potential mainstream haircare brands are missing by overlooking our market.”
Channel 4 estimates that, over two years, the initiative will have provided more than £1 million worth of TV advertising to Black-owned businesses across the UK. "We’re thrilled to offer four Black-owned businesses access to the power of TV advertising, helping them grow and thrive," said Ewan Douglas of Channel 4 Sales.
Elyn Corfield, CEO of Business and Commercial Banking at Lloyds, added: "Black in Business is a game changer in leveling the playing field for Black entrepreneurs. It’s not just about business growth—it's about inspiring the next generation."
The deadline for applications is October 28, and more information can be found at www.channel4.com/blackinbusiness.
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