Veloce Acquires Majority Stake in Lando Norris's Quadrant Brand

Veloce Media Group has successfully acquired a controlling interest in Quadrant, the dynamic content and apparel brand established by Formula 1 driver Lando Norris. This strategic partnership is set to propel Quadrant's expansion within the highly competitive motorsport media landscape, leveraging Veloce's extensive network and expertise. Norris, while relinquishing majority control, retains a substantial stake in the business, signaling his continued commitment to the brand's vision.
Quadrant, initially launched in 2020 by McLaren's Formula 1 star, has undergone a significant transformation, culminating in this major investment from Veloce. The gaming and sports media conglomerate, which recorded an impressive annual revenue of £12.8 million last year, recognizes the immense potential in Quadrant's innovative approach to motorsport content and merchandise. This acquisition formalizes a long-standing collaboration between the two entities, which began during the initial phases of the COVID-19 pandemic when Norris first introduced his brand to the public. As part of the arrangement, Lando Norris will also receive a shareholder position within Veloce Media Group, solidifying his vested interest in the broader enterprise.
The agreement ensures that Norris's personal brand and image will remain integral to Quadrant's identity, with the driver retaining over 20% ownership, making him the second-largest shareholder. This continuity is crucial for maintaining the loyal fanbase Quadrant has cultivated through its engaging and original content. Norris expressed his enthusiasm for the partnership, stating his belief that Veloce's support will significantly amplify Quadrant's reach and innovative capabilities. He highlighted the brand's success in disrupting the traditional motorsport content and apparel markets and its ability to build a dedicated community of followers.
While Quadrant had reported a negative total equity of £405,221 in its financial statements for 2023, the announcement of a seven-figure investment round closing in January 2024, preceding the Veloce deal, underscores a strong belief in the brand's future profitability and growth trajectory. Prior to this majority acquisition, Lando Norris and his father, Adam, held the largest shares in Quadrant through their company, Celero Promotions. Notable investors, including McLaren's chief executive Zak Brown and Norris's manager Mark Berryman, were also part of Quadrant's initial investor group.
Jamie MacLaurin, CEO of Quadrant, also commented on the momentous collaboration, emphasizing the combined strength of two leading forces in motorsport content, talent, and community. He articulated a clear vision for accelerating growth and pushing creative boundaries in the coming years, indicating a period of significant innovation and expansion for Quadrant under Veloce's stewardship. This partnership marks a pivotal moment for both companies, promising enhanced fan engagement and diversified revenue streams within the burgeoning digital motorsport ecosystem.
The recent acquisition of a majority stake in Quadrant by Veloce Media Group marks a strategic alignment poised to significantly impact the motorsport content and apparel industry. This collaboration signifies a concerted effort to capitalize on Quadrant's established brand presence and Lando Norris's influential platform, driving forward new opportunities in fan engagement and commercial ventures.