Sifted has acquired startup events company Onstage, marking the European technology publication’s first acquisition and broadening its presence in the founder events market.
The deal adds Onstage’s flagship Demo Day and Deploy programmes to Sifted’s existing events portfolio, which includes the annual Sifted Summit for scaleup founders, operators and investors. The companies say the combination will allow Sifted to support entrepreneurs from their earliest pitches through to the scaleup stage.
Onstage was founded in 2020 by Episode 1 general partner Hector Mason and DMG Ventures partner Taos Edmondson. Issie James later joined them as a cofounder.
The business has developed Demo Day into a prominent pitching platform for European startups. More than 2,000 founders apply during each cycle, while selected companies present to a network of over 330 venture capital firms. The investor network includes Sequoia, Andreessen Horowitz, Balderton and LocalGlobe.
Startups that have appeared at Onstage’s Demo Day have subsequently raised more than £500m, according to information released with the acquisition announcement.
Sifted targets founders earlier in their growth journey
Sifted chief executive Florencia Schiavon said the company had historically focused on the scaleup market through its journalism, events and wider business operations. However, she said the period between the startup and scaleup stages was becoming shorter.
The acquisition gives Sifted an opportunity to reach founders earlier, build a larger community around emerging companies and follow their progress throughout the startup journey.
Onstage’s Deploy event will also become part of Sifted’s portfolio. The annual gathering connects venture capital firms with the limited partners that provide capital to them.
For Onstage, the move provides access to Sifted’s audience while retaining the core format that has shaped its founder community.
James described the acquisition as a natural next step for the company. She said Onstage had already established Demo Day and developed a strong network of venture capital firms, but needed a larger audience to extend its reach.
She added that Onstage would retain the community and identity it had built while benefiting from Sifted’s position within the European startup ecosystem.
Demo Day format will remain unchanged
The acquisition will not alter the way Onstage operates its Demo Day programme.
Applications will remain free for founders, and participating businesses will not be required to pay fees or surrender equity. An independent board will continue to decide which startups are selected to take part.
The next Demo Day remains scheduled for October. James will stay with the business to manage the transition following the acquisition.
Mason said Sifted’s reach across the startup ecosystem could help Onstage attract stronger applications and greater investor attention. He argued that the programme becomes more valuable to founders when participating companies have a realistic opportunity to be noticed by investors capable of leading future funding rounds.
The acquisition is limited to Onstage’s events business. The Onstage Fund and its related special purpose vehicle activities are not included and will continue to operate independently.
This partnership unites two companies that cater to two separate phases of Europe’s tech ecosystem. While Onstage has been busy connecting young startups with investors, Sifted has been working towards events that cater to the scaleup community. Thus, their merger makes for a larger platform covering all stages, from pitches to scaleups.
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