Norris brand Quadrant sells majority stake to Veloce

Quadrant, the content and apparel brand founded by Lando Norris, has sold a majority stake to Veloce Media Group.

Launched in 2020 by McLaren Formula 1 driver, Quadrant recently revealed a rebrand and has now sold a large share to Veloce, a gaming and sports media group which reported £12.8million in annual revenue last year.

Quadrant and Veloce have worked together ever since Norris launched the brand during the COVID lockdowns, but with its presence expanding, Veloce – the world’s largest digital racing media network - has now purchased a majority stake to continue growth in the motorsport sector.

The move sees Norris become a shareholder in Veloce Media Group while his name and brand will continue to be licenced to Quadrant, where he remains the second largest shareholder, with ‘over 20%’ of the business.

“I’m thrilled to welcome Quadrant to the ever-growing Veloce family,” he said.

“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.

Assetto Corsa Competizione screenshot

Photo by: Veloce Racing

“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.”

Quadrant reported losses in its latest accounts, with negative total equity of £405,221 for the 2023 financial year, as a seven-figure investment round closed in January 2024.

Before the Veloce deal, Norris, and his father Adam, owned the largest stake in Quadrant through Celero Promotions, while other investors include McLaren chief executive Zak Brown and Mark Berryman, Norris’ manager.

“Joining forces with the Veloce Media Group marks an exciting new chapter for Quadrant,” said CEO Jamie MacLaurin.

“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.”