Jul.4 (GMM) Lando Norris says he remains closely involved in his rapidly growing Quadrant brand, even if he leaves most of the day-to-day work to his team.
The McLaren driver’s gaming, lifestyle and clothing company has expanded quickly since its 2020 launch, with sell-out pop-up stores, major clothing collaborations and growing online audiences.
According to The Sun, Quadrant has also attracted fellow Formula 1 drivers Carlos Sainz, Oliver Bearman and Gabriel Bortoleto as collaborators, while Norris’ Landostand at Silverstone has expanded to more than 16,000 seats this year.
Last year, the Adrian Newey-backed Veloce Media Group acquired a majority stake in Quadrant through a seven-figure investment, with Norris remaining the second-largest shareholder.
Quadrant’s shareholder group also includes McLaren CEO Zak Brown, alongside Veloce investors including Adrian Newey.
Asked at Silverstone how involved he remains with the brand, Norris joked: “Yeah, I run the whole thing! I do it all – manufacturing, design, social and driving.”
He then added: “I have a very good team around me to help me do all of these things. It was only three or four years ago, I didn’t really have a brand.
“Now we do. That’s something I’ve always been very excited for and always looked forward to putting together.”
Norris said the growth has exceeded even his own expectations.
“From the Landostand last year, I think it’s almost over doubled what it was last year,” he said. “I have a very good team around me that support me in all of these things.
“I’m good at the driving part and really that’s about it. I leave the rest of it to them.
“But I’m always involved in terms of designs and schemes and storytelling and understanding what really the fans want at the end of the day. It’s still me at the end of the day.
“You have to be able to give my personality, my colours through a range that people can enjoy and my fans and my supporters can enjoy.”
Join Grand Prix Tours in Austin, Texas for the high-energy 2026 United States Grand Prix at Circuit of the Americas. Experience nonstop action on one of Formula 1’s most exciting tracks, featuring dramatic elevation changes, thrilling overtakes, and a packed race weekend. Off the track, enjoy a festival atmosphere with live music, world-famous BBQ, and buzzing nightlife. Your Grand Prix Tours package includes a fully curated race weekend, highlighted by exclusive access to our private F1 Celebrity Talk Show, where guests gain insider insights and behind-the-scenes perspectives. With demand soaring and this event quickly becoming a modern American racing tradition, now is the time to secure your spot for an unforgettable Austin Grand Prix experience.
SHOW PACKAGES
There are motorsport events, and then there is the Indianapolis 500, the "Greatest Spectacle in Racing." Next year marks Grand Prix Tours' 42nd Indianapolis 500 tour and our decades of experience and local connections provide exclusive access that few fans ever enjoy, including police escorts on race day, a Dallara IndyCar Factory tour, Gasoline Alley and Legends Day, the Driver Introduction Ceremony, and a private dinner with former Indy driver Derek Daly. Combined with excellent hotel accommodations, seamless event planning, and Grand Prix Tours' signature service, this is far more than a race weekend; it's a once-in-a-lifetime motorsport experience. With tour spaces limited each year, we encourage you to reserve your place early for the 111th Indianapolis 500.
SHOW PACKAGES
Experience Formula 1 at its most iconic with an unforgettable trip to the 2027 Grand Prix de Monaco. Feel the excitement as the world’s best drivers race through the legendary streets of Monte Carlo, surrounded by superyachts, Mediterranean views, and the unmistakable glamour of Monaco. From incredible race viewing to carefully selected accommodations, Grand Prix Tours brings you closer to the action at one of the most prestigious and spectacular events in all of motorsport.
SHOW PACKAGES
The 24 Hours of Le Mans is the ultimate test of speed, strategy, and endurance. Watch the world's top manufacturers battle for 24 nonstop hours in one of motorsport's most prestigious events. With Grand Prix Tours handling your accommodations, transfers, and ticket options, all that's left is to experience this unforgettable bucket-list race.
SHOW PACKAGES
Feel the roar of Formula 1 at its spiritual home. Silverstone is one of the fastest and most demanding circuits in the world, where brave overtakes, lightning-fast direction changes, and flat-out commitment separate the best from the rest. Combined with the electric atmosphere created by hundreds of thousands of passionate fans, the British Grand Prix delivers a race weekend unlike any other.
SHOW PACKAGES