Founded by Formula 1 driver Lando Norris in 2020, Quadrant is one of motorsport’s fastest-growing brands, boasting a combined audience of over 6.9 million followers across its network. It has rapidly evolved beyond its racing, esports, and gaming roots, cultivating a vibrant and engaged motorsport community across apparel, athletes, content, and strategic partnerships — all underpinned by a shared passion for racing and innovation.

As part of the deal, Norris will become a shareholder in Veloce Media Group, while continuing to license his name and brand to Quadrant. He remains the second-largest shareholder, holding over 20% of the business.

This acquisition comes at a time of significant growth for Veloce Media Group, which reported £12.8 million in annual revenue for the financial year ending June 2024.

Veloce Media Group’s growth has been fuelled by its expanding presence in new media, gaming, esports, and purpose-driven sport, alongside partnerships with leading global brands and motorsport rightsholders and a vast audience across its channels, driving over 750 million views per month. With the integration of Quadrant into its ecosystem, the Group will have a client roster incorporating McLaren, VISA, E.ON, Microsoft, Hilton, LEGO, Lenovo, Thrustmaster, along with many more, and anticipates further revenue acceleration across its rapidly growing sectors.

The acquisition represents a strategic expansion for Veloce, deepening its presence in the fast-growing motorsport lifestyle and content sector.

Quadrant’s distinctive brand, strong community, and proven commercial success will complement Veloce’s existing operations, while also opening new avenues for growth across merchandise, live experiences, and digital content.

The move solidifies Veloce’s leadership in blending sport, entertainment, and youth culture — all while accelerating revenue growth and brand visibility for both companies.

Quadrant recently unveiled a striking rebrand with its ‘Make Your Mark’ campaign, kicking off a new chapter for the brand and hinting at an ambitious roadmap of forthcoming projects.‍

Jamie MacLaurin, CEO of Quadrant, added: "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."

Daniel Bailey, CEO of Veloce Media Group, 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!”

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