British F1 driver Lando Norris has launched his own esports and content creation team, known as Quadrant.
The 20-year-old has made a big impact in recent years both on the track and in the gaming space, having grown his Twitch following to some 679,000 Twitch followers.
Lando has made a name for himself racing for McLaren and also taking part in esports and sim racing activities this year, including the F1 Virtual Grand Prix Series.
He made the Quadrant reveal live on stream, followed by some fun community games.
“We are here today launching Quadrant – and Quadrant is my dream. It’s something I’ve been working on for quite some time and I’m super excited to launch it.
“It’s effectively an esports team, but so much more at the same time. We’re gonna be doing four things [hence the name Quadrant] – gaming, content, apparel and racing. I’m very proud of what we’ve done and what we’ve created. There will be a lot of fun and a lot of laughs.”
Quadrant is formed of Lando and four others: Aarav ‘Aarava’ Amin, Steve ‘Super GT’ Alvarez Brown, Niran ‘FNG’ Yesufu and Maria ‘RiaBish’ Bish.
Quadrant’s first video can be found here:
Some esports like F1 have enjoyed a rise in viewership this year and more play-from-home tournaments and online esports shows, in light of the Covid-19 pandemic and more people staying at home.
Many believe that awareness of esports will rise, streaming audiences will increase and the industry will further innovate following the pandemic.
Further reading: 80% of esports execs say the industry will come back stronger following Covid-19
Dom is an award-winning writer and finalist of the Esports Journalist of the Year 2023 award. He graduated from Bournemouth University with a 2:1 degree in Multi-Media Journalism in 2007.
As a long-time gamer having first picked up the NES controller in the late ’80s, he has written for a range of publications including GamesTM, Nintendo Official Magazine, industry publication MCV and others. He worked as head of content for the British Esports Federation up until February 2021, when he stepped back to work full-time on Esports News UK and offer esports consultancy and freelance services. Note: Dom still produces the British Esports newsletter on a freelance basis, so our coverage of British Esports is always kept simple – usually just covering the occasional press release – because of this conflict of interest.
