Quadrant, the entertainment and gaming brand and UK esports organisation, have closed a seven-figure investment round.
The org, founded by British F1 driver Lando Norris, secured the funding ‘to fuel their growth ambitions’.
The raise also sees one of the world’s most watched YouTubers, WillNE, join the organisation as co-owner. WillNE is a British content creator with more than 5m subscribers on YouTube.
In a press release, Quadrant said the investment will help them ‘to further their creation of more entertaining and more uplifting stories than anyone else. This financial input will fund the expansion of the business and the building of an industry leading subscription platform.’
The org also said they have seen ‘substantial’ ear-on-year growth across their first three years, after Quadrant were set up by Lando Norris back in late 2020.
The news comes after Quadrant generated multi-million-pound revenue in apparel and partnerships alone in 2023.
Lando Norris, Founder of Quadrant, said: “Quadrant is going from strength to strength and it’s so exciting for me to see the team grow and create awesome moments for fans year after year.
“This announcement is a great way to kickstart 2024, enabling us to supercharge the company and give us the best chance to fulfil our lofty ambitions.”
Will Lenney (WillNE), Co-Owner of Quadrant, added:
Jamie MacLaurin, Chief Executive Officer of Quadrant, commented: “We are delighted to have completed our first investment raise and welcome a new investor group to the Quadrant family. We look forward to growing our team, and championing creativity over the next year and beyond.
“WillNE joining Quadrant as Co-Owner also marks a significant step forward in our commitment to providing audiences with the most entertaining and uplifting stories. His expertise, creativity, and dedication to our mission make him an invaluable addition to our team and we look forward to achieving great things together.”
Quadrant Athletes initiative revealed
Quadrant have also announced the launch of ‘Quadrant Athletes’, a new initiative focused on content, sports and storytelling that aims to connect with new audiences across the globe and ‘ensure sustainability for Quadrant, allowing the brand to yield increased influence in driving consumers to diverse revenue streams’.
In a departure from traditional athlete initiatives, Quadrant are treating each athlete as a content creator first. The new venture aims to give athletes a platform to showcase their personalities, interests beyond their professional careers, and connect with audiences on a more personal level.
Quadrant Athletes will have bespoke content on Quadrant channels, and contribute to amplifying the brand’s core pillars: partnerships, apparel, content and gaming. This collaborative effort is expected to generate commercial opportunities and expand Quadrant’s reach through athletes’ personal platforms.
The disciplines covered by the athletes include Rally, Motocross, Skateboarding and Moto GP, with each sport chosen for its synergies with the Quadrant brand and Lando’s personal interests.
Lando Norris, Founder of Quadrant, said: “This is a big new step for Quadrant that I’m very passionate about, and I look forward to sharing this journey with our athletes over the next few years. The goal is to show the world their talents and personalities through uplifting and entertaining content, and bring Quadrant to their communities in new ways.”
Jamie MacLaurin, CEO of Quadrant, said: “We can’t wait to work with these young and exciting athletes to show off their talents and personalities. We will be bringing something unique to our strategy and pushing the boundaries of creativity to give our audience the best possible viewing experience!”
The athletes are as follows:
Keegan Palmer, the 20-year-old Olympic gold medalist skateboarder from Australia, will proudly showcase Quadrant apparel with the brand visible on his skateboard. With a notable sponsorship history, including Nike, Oakley, Rockstar Energy, Primitive, Bones, and Independent, Keegan brings a wealth of experience to the Quadrant family.
Hailing from one of the most famous rally families globally, 21-year-old Oliver Solberg competes in Rally2, following in the footsteps of his World Rally Champion father, Petter Solberg. As a Monster athlete, Oliver’s collaboration with Quadrant promises to be an exciting venture.
Lotte van Drunen
At just 16 years old, Lotte van Drunen represents the Netherlands in the Women’s motocross series. Quadrant recognise the significance of Lotte’s presence in one of its key markets, and her role extends beyond racing. Lotte is set to lead the charge for female representation in motorsports, engaging the audience and showcasing her passion for the Quadrant brand.
19-year-old Iván Ortolá, currently in the top five of the Moto 3 standings, hails from Spain. With an anticipated move to Moto 2 next season, Ivan is quickly becoming one of the hottest talents in racing.
Quadrant founder Lando Norris personally met Ivan Ortola during the Silverstone Moto GP in 2023.
“Quadrant Athletes is set to redefine the landscape of sports partnerships, bringing together diverse talents and fostering a sense of community among athletes and fans alike,” Quadrant said.
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.