F1 Arcade Reveals Huge Investors As Drivers Cash In

Formula 1 driver Lando Norris and others to invest in F1 Arcade- Formula 1's simulator hospitality arcade

Investments seem to be pouring in from the paddock after Formula 1 Arcade displayed a tremendous response from fans in the UK. F1 driver Lando Norris is the latest name to have pitched for investment along with McLaren team boss Zak Brown.

Williams Racing driver Logan Sargeant is another driver to have invested in the venture that aims to blend hospitality with F1 racing. The first F1 Arcade was opened in November 2022 in London.

Attendees of the F1 Arcade can gain first-hand experience of driving a Formula 1 car through several simulators. The UK will receive another F1 Arcade site this year in Birmingham, followed by Boston in the US in the first half of 2024. 

By the end of 2027, Formula 1 aims to cover 30 locations with the targets primarily being Europe, the Middle East, and Australia. This comes after the organization received a £30 million investment. CEO and Founder of F1 Arcade Adam Breeden, 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.”

Formula 1 has been utilizing various forms of media and entertainment for the benefit of its fans. Recently, the organization officially sanctioned its first scripted TV series called 'One' starring Felicity Jones from the Star Wars movie Rogue One.

F1 president Stefano Domenicali expressed his excitement with the way things are shaping up. Speaking at the announcement of the Boston Formula 1 Arcade venue in the US, he 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.”