McLaren Formula 1 driver Lando Norris has sold a majority stake in Quadrant, the entertainment and gaming company he established in 2020, to Veloce Media Group, a London-based firm supported by renowned F1 designer Adrian Newey. Despite the sale, Norris will remain the second-largest shareholder in Quadrant, holding over 20 percent of the company’s shares.
Earlier, in January 2023, Quadrant successfully completed a seven-figure funding round. This round brought notable investors on board, including popular YouTuber Will Lenney, known as ‘WillNE,’ who also became a co-owner. Veloce Media Group was already involved as a shareholder, alongside Norris’ manager and driving coach, Mary Berryman, through Add Management, and other stakeholders such as Norris and his father Adam, who hold shares via Celero Promotions.
The business network also includes Wakefield-based United Autosports, co-owned by McLaren CEO Zak Brown, alongside investors such as Ruffer’s Henry Maxey, former Goldman Sachs executive Jim Esposito, and Workday CEO Carl Eschenbach.
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For the fiscal year ending June 2024, Veloce Media Group reported substantial revenue of £12.8 million, illustrating its strong market position. Meanwhile, Quadrant disclosed a negative total equity of £405,221 for 2023, as reported in October.
Jamie MacLaurin, Quadrant’s CEO, spoke positively about the partnership with Veloce Media Group, emphasizing the strategic benefits of combining leading motorsport content and talent. He said, “Together, we’re combining two leading forces in motorsport content, talent, and community, and we’re now poised to accelerate our growth and push the boundaries of what we can achieve over the coming years.”
Echoing this enthusiasm, Veloce Media Group CEO Daniel Bailey added, “Welcoming Quadrant into the Veloce family is incredibly exciting. Quadrant has been a fantastic success, disrupting the motorsport content and apparel space while building a passionate fan base. Its creativity and originality perfectly align with our mission, and with our support, we expect to drive continued exponential growth.”