McLaren's Lando Norris makes deal with Adrian Newey-backed group as CEO makes statement
McLaren driver Lando Norris has sold a majority stake in his gaming and lifestyle brand Quadrant to Veloce Media Group, which is backed by legendary Formula One car designer Adrian Newey. Norris founded Quadrant in 2020 with the aim of combining eSports, content creation and apparel.
The racing star has now sold a significant share of the business to Veloce, the world's largest digital racing media network, after recently revealing a rebrand.
The investment will see Norris retain more than a 20 per cent stake in Quadrant, meaning he will remain its second-largest shareholder, while his name and brand will continue to be licensed to the company.
Veloce and Quadrant have been working together since Norris launched the brand during the pandemic. And with its growing presence and a reported £12.8million in annual revenue last year, Veloce has now acquired a stake to further its expansion in the motorsport sector, having already held shares in the company prior to the deal.
Newey, one of the most successful engineers in F1 history, is the lead visionary at Veloce alongside his son, Harrison. The race car designer is well into his fifth trophy-laden decade, having won 12 World Constructors' Championship titles between 1991 and 2024 for Williams, McLaren, and Red Bull Racing.
The 66-year-old is currently the managing technical partner and a shareholder at Aston Martin F1, having joined the team in February 2025 from Red Bull with the aim of leading their 2026 car project.
Norris and his father, Adam, were previously the largest shareholders in Quadrant through their company, Celero Promotions. Other investors included McLaren F1 CEO Zak Brown and Norris' manager, Mark Berryman, through his Add Management firm.
Daniel Bailey, Veloce Media Group's CEO, said in a statement: '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's latest financial reports showed losses, with a negative total equity of £405,221 for the 2023 fiscal year, following the closure of a seven-figure investment round in January 2024.
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