Quadrant, the content and apparel firm created by Lando Norris, has sold a majority stake to Veloce Media Group.
Quadrant, founded in 2020 by McLaren Formula One driver, recently rebranded and sold a significant stake to Veloce, a gaming and sports media firm that generated £12.8 million in revenue last year.
Quadrant and Veloce have collaborated since Norris founded the brand during the COVID lockdowns, but as its footprint has grown, Veloce, the world’s leading digital racing media network, has taken a controlling ownership to continue expansion in the motorsport industry.
Norris will become a stakeholder in Veloce Media Group, but his name and brand will stay licensed to Quadrant, where he is the second largest shareholder, accounting for ‘over 20%’ of the firm.
On the deal, Norris 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.”
Quadrant recorded losses in its most recent filings, with a negative total equity of £405,221 for the fiscal year 2023, after a seven-figure investment round ended in January 2024.
Prior to the Veloce transaction, Norris and his father Adam controlled the majority of Quadrant through Celero Promotions, with additional investors including McLaren CEO Zak Brown and Norris’ manager, Mark Berryman.
CEO Jamie MacLaurin, said, “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.”
