SAN FRANCISCO, Sept. 4, 2025 /PRNewswire/ — Mercurius Media Capital (MMC), the pioneering media-for-equity venture fund, has announced a strategic $2 million investment in Crush Yard, the innovative entertainment venue that combines social engagement with sports and dining experiences. Through this unique partnership, Crush Yard will leverage TelevisaUnivision and AtmosphereTV’s robust media network to accelerate growth, amplify visibility, and drive customer acquisition among diverse U.S. audiences.
By tapping into MMC’s media partner channels, Crush Yard will reach engaged consumers across broadcast television, streaming services, and digital media, significantly elevating brand recognition and expanding its community of enthusiasts.
“Pickleball is the fastest-growing sport in the U.S., with over 36 million players, and its momentum shows no signs of slowing. Crush Yard isn’t just building courts; they’re building a brand and community with the potential to dominate the category. We look forward to helping them scale that vision nationwide,” said Piyush Puri, Founding Partner at MMC.
“These world-class media companies and partnerships see the upside in Crush Yard’s model. Our trajectory positions us to lead not only in pickleball but in the broader eatertainment space,” said David Hack, Crush Yard’s CEO and Founder.
The media-for-equity partnership underscores Crush Yard’s ambitious expansion goals, positioning the brand as a national leader in entertainment innovation.
About Crush Yard
Crush Yard offers vibrant, community-focused spaces centered around the fast-growing sport of pickleball. Offering a distinct blend of pickleball courts, premium dining, craft beverages, and social spaces, Crush Yard delivers engaging experiences designed to foster community and connections.
About Mercurius Media Capital LP
Mercurius Media Capital (MMC) is the first US-based media-for-equity venture fund launched in December 2023 with ~$90 million in committed capital. Co-founded by Satyan Gajwani and Piyush Puri, MMC builds on over 15 years of experience driving media capital transactions at The Times of India Group, facilitating over $3 billion in media-based investments. MMC has partnered with leading media platforms, including Sinclair Broadcast Group, Televisa Univision, Atmosphere TV, National Cine Media, Leap Media & Willow TV to offer startups access to distinct, large-scale advertising inventory in exchange for equity.
This fund has backed several companies, including Emulait (Infant Care), Deskera (B2B SaaS ERP), Edly (student fintech), RVnGo (peer-to-peer RV rentals), Captain Experiences (outdoor sports marketplace), Airtasker (local services marketplace), and StoryBook (children’s sleep app).
Investor Relations Contact
Media Contact
Angelic Venegas, Interdependence
847.977.5601
[email protected]
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SOURCE Mercurius Media Capital
