Mercurius Media Capital Launches U.S. Market Entry Program in Israel

Mercurius Media Capital (MMC) has initiated a new venture in Israel under the name Mercurius Bridge, focused on helping startups and growth-stage companies with established product-market fit expand into the United States. The initiative brings together media capital, experienced mentorship, and a curated network of partners to support businesses navigating market entry in a complex and competitive ecosystem.

Supporting Israel’s tech companies with targeted U.S. expansion

With Israel’s reputation for technological innovation, MMC has identified the country as a strategic entry point for its media-for-equity model. By offering access to premium advertising inventory in exchange for equity, Mercurius Media Capital facilitates visibility and reach for fast-scaling ventures. Through Mercurius Bridge, participating startups are granted tailored support that includes strategic consulting, media planning, and local partnerships to refine go-to-market execution.

According to Piyush Puri, Founding Partner at MMC, “Our team has a ten-year track record of bridging international markets with the U.S. across 40+ transactions. More recently, under MMC, we have successfully facilitated U.S. market entry for companies from markets like Singapore and Australia.” The initiative aims to address the key challenges faced by non-U.S. companies by aligning them with media and business professionals who understand the nuances of the American consumer and regulatory environment.

Local leadership and strategic insight

The Israel launch is supported by Eli Mandelbaum, who joins MMC as a Venture Partner. With nearly two decades of experience in strategic sales, business development, and event production, Mandelbaum brings an extensive understanding of both the Israeli and U.S. startup ecosystems. His role will include identifying promising ventures and supporting their scale-up efforts. As he stated, “With Mercurius Bridge's innovative approach, Israeli companies can gain visibility, credibility and traction to accelerate growth.”

The program offers a path for startups that are beyond the early validation stage and looking to enter the U.S. market with a solid strategy. From brand positioning to marketing execution, Mercurius Bridge is designed to help companies transition from regional success to global operations.

Fund background and partners

Launched in December 2023, MMC is the first U.S.-based media-for-equity venture fund, with approximately $90 million in committed capital. It was co-founded by Satyan Gajwani and Piyush Puri, who previously managed over $3 billion in media investments at The Times of India Group. The fund has partnered with major media platforms such as Sinclair Broadcast Group, Televisa Univision, and Atmosphere TV to provide access to large-scale advertising resources.

Companies supported by MMC include Airtasker, Deskera, and Realpha, among others. These ventures benefit from the combination of media access and strategic advisory that MMC offers, allowing them to grow in highly competitive markets.

With the launch of Mercurius Bridge, Mercurius Media Capital extends its platform to Israel, providing a structured pathway for local tech-driven businesses to expand globally while leveraging the reach and scale of U.S. media networks.