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ProSiebenSat.1 acquires stake in the cannabis startup Sanity Group

A sum in the millions was invested in the Sanity Group via the investment subsidiary SevenVentures. With this deal, the German media group joins the ranks of prominent supporters includingsoccer player Götze, top model Giesinger and music producer who have also already invested in the cannabis sector.



Finn A. Hänsel and Fabian Friede founded the Berlin-based company Sanity Group in 2018 with the aim of supplying people in Europe with cannabis-based medicines and health products and building up the necessary infrastructure.

Currently, an 80-member team works together in an interdisciplinary manner and is also active in basic research of the cannabis plant and its active ingredients. In the B2B sector, the company is mainly active with its subsidiary Vayamed, a pharmaceutical company that sells medical cannabis to doctors and pharmacies. The German startup is known to a wider audience through its brands Vaay (CBD products such as oils, bath balls and mouth sprays,) and This Place (creams such as face, sleep, muscle and PMS cream).

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Investments in the cannabis sector to further increase

This awareness should now increase further: because as recently became public, ProSieben-Sat.1 has come on board as an investor. As part of a media-for-equity investment, Seven Ventures, the investment company of ProSiebenSat.1 Media SE, has secured a stake in the Sanity Group in the single-digit millions. In the case of media-for-equity, however, the investment performance is not provided by capital, but with media performance, which subsequently becomes visible primarily in an increase in reach.

“We see great potential in Sanity Group’s brands and are convinced that with our media investment and comprehensive know-how we can help create trust in the market and drive further growth,” said SevenVentures Managing Director Florian Hirschberger. 

Finn Hänsel, Managing Director and co-founder of Sanity Group, is also delighted: “Our first TV campaigns for Vaay have achieved very good results. The increased TV presence we are now aiming for will allow us to expand awareness of our consumer brands and reach millions of households in the shortest possible time.”

With this deal, the German media group joins the ranks of prominent supporters: for example, music producer, professional soccer player Mario Götze and top model Stefanie Giesinger are active in an investment community. Bitburger Ventures and Atlantic Food Labs are also on board. 

SevenVentures was founded in 2009 

In the context of digitization, there were many new business models that lacked capital. This is where the SevenVentures team comes in: A flexible investment model made up of minority holdings and media cooperations is intended to offer young companies the support they need. In return for shares in their equity (Media for Equity) or revenue shares (Media for Revenue), companies receive a package of financial resources, advertising time and numerous other services. 

Opportunities and risks are thus shared. In 2019, the company invested 1,000 hours of advertising to currently support 70 companies in their success story. SevenVentures has already accompanied companies such as Zalando, Lieferando, Shopkick or Küchen Quelle with media power, capital and extensive know-how on their way to market leadership.


(Featured image by NickyPe via Pixabay)

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Valerie Harrison is a mom of two who likes reporting about the world of finance. She learned about the value of investing at a young age upon taking over her family's textile business when she was just a teenager. Valerie's passion for writing can be traced back to working with an editorial team at her corporate job, where she spent significant time working on market analysis and stock market predictions. Her portfolio includes real estate funds, government bonds, and equities in emerging markets such as cannabis, artificial intelligence, and cryptocurrencies.