Veloce acquires majority stake in Quadrant

Lando Norris has retained over 20% of Quadrant following Veloce Media Group’s acquisition of a majority stake in the UK-based motorsport lifestyle brand

Veloce Media Group has acquired a majority stake in Quadrant, the digital media and apparel business founded by Formula 1 driver Lando Norris in 2020.

As part of the deal, Norris has become a shareholder in Veloce while retaining more than 20% of Quadrant and continuing to license his name and brand to the company.

The acquisition has strengthened Veloce’s position within the UK’s growing motorsport and content economy, where Quadrant has built a following of over 6.9 million across digital platforms. The brand has expanded its presence from gaming and esports into merchandise, digital content, and live experiences.

Veloce, which reported £12.8m in annual revenue for the financial year ending June 2024, has continued to grow its footprint across gaming, new media and purpose-led sport, working with partners including McLaren, Microsoft, E.ON, VISA and Hilton. Its digital network delivers over 750 million views per month.

The acquisition forms part of Veloce’s wider commercial strategy to scale operations in sport and youth-focused content. Quadrant recently launched a rebrand under the ‘Make Your Mark’ campaign, which will remain in focus following the transaction.

Jamie MacLaurin, CEO of Quadrant, added, “Joining forces with the Veloce Media Group marks an exciting new chapter for Quadrant. 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 months and years ahead.”

Daniel Bailey, CEO of Veloce Media Group, said, “I’m thrilled to welcome Quadrant to the ever-growing Veloce family. The business has been a fantastic success story; disrupting the motorsport content and apparel space, whilst growing a loyal and passionate fan base along the way.

“Quadrant’s creativity, originality and flair for compelling content align perfectly with our mission; I’m excited to see it turbo-charged with further Veloce support, facilitating continued and exponential growth!”

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