Lando Norris among key investors in F1 Arcade with new US site on the way

Sam Cooper
Lando Norris arrives at the circuit. Jeddah March 2023.

McLaren driver Lando Norris arrives at the circuit ahead of the press conferences. Saudi Arabia March 2023.

Lando Norris is amongst the names from the F1 paddock to have taken part in the latest round of investing in Formula 1’s simulator hospitality site F1 Arcade.

The inaugural F1 Arcade location was opened in London in November 2022 with the idea of mixing hospitality with F1 racing.

Attendees are able to play a modified version of the F1 video game on a number of simulators and there are plans to grow the operation further.

Having announced a US site in Boston, F1 has now revealed that it has received £30 million investment to continue its expansion plans in areas such as Europe, the Middle East and Australia.

Among those taking part in the latest investment round was Norris along with his McLaren boss Zak Brown. American Logan Sargeant was another driver to invest in the project.

F1 has plans to open 30 locations globally by the end of 2027 with the Boton site expected to open in 2024 as well as another UK site this year.

Adam Breeden, CEO and Founder of F1 Arcade said: “We are truly excited to be working closely with Liberty Media and Formula 1 as equity partners as we drive towards global growth. Not only do we have an exceptional business model and product, but we are excited about the power of the F1 Arcade brand, its appeal to international audiences as well as potential partners around the world.

“Given the success of the first location and its appeal to such a diverse audience, we believe F1 Arcade has the potential to become one of the most sought-after experiential hospitality brands globally. For now, we are eagerly anticipating the opening of Birmingham UK in late 2023 and our first US site in Boston in early 2024 as well as announcing further locations imminently.” recommends

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Speaking at the announcement of the US venue, F1 president Stefano Domenicali said: “Formula 1 is enjoying significant growth globally, and we are constantly innovating to ensure that we are bringing the highest quality of sport and entertainment to new and diverse audiences.

“F1 Arcade does exactly this by putting our fans behind the wheel of bespoke racing simulators, so they can feel the thrill of an F1 car first hand, coupled with a premium hospitality offering to match our world-renowned paddock.

“The success of the London venue so far has been incredible, and we are excited to see the F1 Arcade project continue to grow as it hits the US, starting in Boston.”