Norris’s Quadrant Sells Majority Stake to Veloce Media Group
Formula 1 driver Lando Norris’s content and apparel brand, Quadrant, has sold a majority stake to Veloce Media Group. This strategic investment aims to enhance growth in the motorsports content sector, capitalizing on Quadrant’s established brand and loyal fan base.
Founded in 2020 during the COVID-19 pandemic, Quadrant has seen robust engagement and generated significant traction within the industry. Veloce Media Group, a prominent player in digital racing media with reported revenues of £12.8 million last year, has acquired over 50% of Quadrant to facilitate further expansion.
Norris remains involved as a significant shareholder, maintaining more than 20% ownership while allowing his brand to operate under Veloce’s broader umbrella. "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," Norris stated.
Despite its success, Quadrant’s latest financial disclosures report a negative total equity of £405,221 for the 2023 fiscal year, following a seven-figure investment round expected to close in January 2024.
Jamie MacLaurin, CEO of Quadrant, emphasized the potential for accelerated growth under Veloce’s support, stating, "Together, we’re combining two leading forces in motorsport content, talent, and community."
Before the deal, Norris and his father held the largest ownership through Celero Promotions, alongside key stakeholders such as McLaren CEO Zak Brown. The partnership signals a promising evolution for Quadrant as it seeks to expand its impact in motorsports.
