Lando Norris, Zak Brown, and Logan Sargeant contribute to staggering $37 Million investment in F1 Arcade project

F1 Arcade is a blend between hospitality and F1 simulator racing

Lando Norris, Zak Brown, and Logan Sargeant contribute to staggering $37 Million investment in F1 Arcade project

Lando Norris, Zak Brown and Logan Sargeant have invested in F1 Arcade (Credits: The Guardian and Williams Racing)

F1 Arcade has recently announced a massive investment seeking global expansion. The innovative social hospitality-concept, which combines the excitement of F1 simulator racing with a focus on socializing, has secured a significant £30 ($37 Million) million investment. This funding will support the company’s expansion plans on an international scale, driving its next phase of growth.

Prominent investors, spearheaded by Liberty Media and Formula 1, have shown their support through recent funding, with participation from sector-focused investment firm Imbiba. The F1 paddock has contributed to the investment, with McLaren F1 team CEO Zak Brown and McLaren and Williams drivers Lando Norris and Logan Sargeant offering their support.

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With the continued global expansion of F1 and the thriving gaming culture, coupled with the rise of the experience industry, F1 Arcade finds itself in a prime position to take the world by storm. As it takes its unique hospitality concept to new horizons worldwide, F1 Arcade is poised to capitalize on these trends and provide its audience with the best possible immersive experiences.

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The expansion is set to take place in Australia, Europe, and the Middle East

F1 Arcade (Credits: The Independent)
F1 Arcade (Credits: The Independent)

After successfully launching its first F1 Arcade venue in London in November 2022, blending the worlds of hospitality and F1 racing, the concept has gained momentum. Visitors to F1 Arcade can enjoy an immersive experience by playing a customized version of the F1 video game on multiple simulators. With the recent announcement of a future location in the USA(Boston), the home country of Logan Sargeant, this massive investment will fuel the ongoing expansion plans of F1 Arcade in regions including Europe, the Middle East, and Australia.

Founder and CEO of F1 arcade Adam Breeden said in an interview, “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.”

He continued, “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.”

F1 has set ambitious goals to establish 30 locations worldwide by the end of 2027. As part of this expansion strategy, the anticipated opening of the Boston site is scheduled for 2024, while another F1 Arcade location in the UK is also planned for this year. These developments reflect F1’s commitment to bringing their unique blend of F1 racing and hospitality to fans and enthusiasts in various locations around the globe.

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