Channel 4, in partnership with Lloyds, have today announced the return of Black in Business for a third time, offering Black entrepreneurs an expanded opportunity to accelerate their growth.
Following two successful iterations, the initiative will once again offer Black entrepreneurs free advertising and the opportunity to grow their businesses. For 2026, the programme has been expanded, with four businesses each receiving up to £200,000 worth of free advertising airtime on Channel 4 – up from £150,000 in the previous iteration. In addition, each business will benefit from the creation of a professionally produced TV advert and will gain access to expert mentorship from senior leaders at Channel 4 and Lloyds, providing guidance to unlock new opportunities and drive long-term success.
First launched in 2023, the Black in Business initiative aims to address barriers faced by Black entrepreneurs by increasing visibility, enhancing brand recognition, and enabling access to wider audiences. The initiative forms part of a commitment to improving Black representation both on-screen and more widely in the television industry with Channel 4 intending to connect Black entrepreneurs to the power of TV advertising. This forms part of a wider programme of activity from Lloyds aiming to provide support for Black entrepreneurs which includes mentoring, networking and accelerator programmes and more.
The positive impact of the initiative has been demonstrated through the success of its previous cohorts and the meaningful results for the businesses.
Beneficiaries of the 2024 scheme included:
- Flake Bake, London’s largest handmade Jamaican patty maker, offering a range of meat and vegetable options infused with Caribbean spices. Flake Bake saw supermarket sales almost double year-on-year and achieved brand awareness within 2% of established category competitors
- Flora & Curl, a West Midlands-based haircare brand specialising in natural, plant-powered products. Flora & Curl experienced a 60% surge in orders during the campaign period and established a 3.5-point awareness lead over its nearest competitor
- Alonuko, a London-based luxury womenswear brand focused on handcrafted bridal and evening wear. Alonuko’s creativity shone, with 90% of people believing Alonuko sells unique and beautiful dresses, 85% acknowledging its high quality and 81% recognising its standout appeal from other bridal wear manufacturers & competitors
- Nylahs Naturals, a West Midlands-based textured haircare brand empowering Black women to embrace their natural hair. Nylahs Naturals saw a 42% increase in new customers and rose to second place within its competitive set, narrowing the gap with more established brands
Sam Hicks, Head of Advertiser Strategy, Channel 4 Sales said:
“We are thrilled to continue our partnership with Lloyds for a third year of the Black in Business initiative. We are proud to provide Black-owned businesses with the platform, creative support and advertising investment they need to grow their enterprise.
Increasing our overall package from the last cohort enables even greater impact across the Channel 4 portfolio, helping these businesses scale faster, reach new audiences, and build lasting brand recognition. This initiative reflects our ongoing commitment to diversity both on and off screen in the television industry and reinforces our ongoing commitment to helping new to TV businesses scale faster.”
Amanda Murphy, CEO for Lloyds Business and Commercial Banking, said:
“We want more Black-owned businesses to be seen, supported and celebrated. Together, we want to tackle the barriers, open more doors and help these businesses to scale – whether that’s through our mentoring programme or the unique reach that comes with advertising on Channel 4. I’m looking forward to meeting this year’s successful businesses, and excited to see where their ambition leads them.”
Applications for Black in Business are now open. For more information and to apply visit: Black in Business Award | 4 Sales