Lando Norris’s business ventures are making moves, but not all of them are seeing green, with his gaming brand Quadrant reporting a £902,393 loss in 2024, leading to Veloce Media Group buying a majority stake in July 2025. It’s clear Norris is looking to build his future beyond racing, putting confidence in very different industries, but not every part of the empire is hitting paydirt on its own.
Quadrant’s Wild Ride: From Lockdown Launch to Majority Sale
Quadrant kicked off in 2020, right when COVID kept everyone stuck inside and gaming was basically our only social life. Norris himself called it “effectively an esports team, but so much more,” and man, did it grow. We’ve seen it evolve into this wild mix of gaming, content creation, and even a fashion brand. They’ve landed major collaborations with big hitters like Sony, Microsoft, PlayStation, and Lego, even rocking a custom Liberty Walk helmet for the Japanese Grand Prix.
But despite all that buzz, the books tell a tough story. Companies House filings show Quadrant actually lost £902,393 in 2024. Its balance sheet only managed to swing from a -£405,221 deficit to a +£152,365 positive thanks to a chunky £1.46 million injection of new investor money that same year. Talk about a lifeline! Early in 2024, after a seven-figure funding boost, content creator WillNE (Will Lenney) jumped on board as a co-owner. By the end of 2024, Quadrant’s focus shifted hard to content development, apparel, and those sweet overlaps with the motorsport industry.
The shareholder list before Veloce took control was serious stuff, especially for a brand that started with a gaming channel. Norris’s family company, Celero Promotions, held 47% in January 2024. Veloce already had 23%, Norris’s manager Mark Berryman’s ADD Motorsports held 8.5%, and United Autosports, co-owned by McLaren CEO Zak Brown back then, had 6%. Even Carl Eschenbach, Jim Esposito, and WillNE were in on it, with WillNE’s shares coming in return for “services provided.”
Then, last July 2025, Veloce Media Group stepped in and bought a majority stake in Quadrant. Now, Norris is still the second-largest shareholder, holding over 20% ownership, and he’s even snagged some shares in Veloce itself. Neither the purchase price nor the size of his Veloce holding was confirmed at the time, but Veloce itself looks solid, pulling in £12.8 million in revenue with a £355,000 profit for the twelve months ending June 2024. Quadrant CEO Jamie MacLaurin said “Joining forces with the Veloce Media Group marks an exciting new chapter for Quadrant,” and Veloce CEO Daniel Bailey added, “The business has been a fantastic success story.” It sounds like a new era for the brand, for sure.
Beyond Gaming: Shaping the Next Generation of Racers
Norris isn’t stopping with gaming, though. Just this year, on September 2, he announced LN4 Fusion, a junior racing team co-founded with an investment group led by Dan Richards. Starting in 2027, this outfit is set to compete in Italian Formula 4, Formula Regional Europe, and Formula 3. That’s a serious commitment to the racing ladder! Their HQ will be in Veneto, Italy, with a UK base in Cambridgeshire.
What’s super cool is the LN4 Legacy Programme. This initiative is all about backing promising drivers who, let’s be real, don’t have the massive financial backing needed to make it in motorsport. It’s a game-changer for those kids. Norris himself put it best: “I want to help create opportunities for the next generation, both on and off the track.” That’s the kind of leadership we love to see. And just for good measure, he’s also got a stake in a ticketing platform called Seat Unique, purely as an investment. This dude is clearly playing the long game.
From the financial ups and downs of a gaming brand to investing directly in the future of racing, Norris is laying down the groundwork for his legacy. It’s a smart play, diversifying like this. We’ll be watching closely to see what these ventures build next!
This article was created with AI assistance and published under Seattle On Tap’s editorial standards. See our Editorial Policy.
Originally reported by Yahoo Sports.
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