Lando Norris isn’t your run-of-the-mill Formula 1 driver. The McLaren racing ace defines the current generation of F1 drivers and that’s exactly why he became an instant hit with the fans. Just taking his image in stride, the Brit has also launched a gaming and lifestyle brand of his own; Quadrant. But what exactly is it?

Norris burst onto the F1 scene in 2019. It’s been half a decade since then, yet, Norris is only 23. But don’t let his age fool you. Currently, he is considered one of the best drivers on the grid, and a sure-shot Formula 1 World Champion of the future. But it’s his innate mindset to amalgamate his talents and passion that has gotten him so far in this sport. Quadrant is just another example of this trait of his.

What is Quadrant?

Quadrant consists of Norris and some prominent content creators and gamers of our generation. The team is completed by the likes of YouTuber Aarava and ex-British F4 champion, Max Fewtrell to just name a few.

According to their partners, Veloce [an F1 E-sports entity], “Founded by McLaren F1 Driver Lando Norris and brought to life by Veloce, Quadrant is a gaming and lifestyle brand that combines Lando’s love for Gaming, Racing, Content and Apparel. Through Quadrant, Lando and Veloce provide a greater platform for content supported by Quadrant’s creators and four brand quadrants.”

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But what does Norris have to say about it all? In a blog on their website Quadrant.gg, Norris was quoted as saying, “I’m so excited to introduce Quadrant to the world. I’ve been working hard on this behind the scenes for a while now with my management and it’s a great feeling to finally have everything in place. I’m a gamer at heart but i’m also passionate about apparel and getting closer to my fans. I’ve always been keen to build a brand of my own, so this is a great way to blend all of that together whilst having fun with a few of my good friends.”

Since its inception in 2021, the brand has grown exponentially. But how much is Norris’ passion project worth today?

The economics behind Lando Norris’ Quadrant

Norris has become a household name in Formula 1 circles. And with the popularity of the sport growing leaps and bounds in the recent past, it’s no secret that Norris’ venture, too, has reaped those benefits.

Speaking about the financial of Quadrant, not a lot is known to the public. However, the venture is merely 2 years old. And in such a short span of time, Norris has taken the brand to a net worth of a whopping $221,000 based off on YouTube projections alone!

What’s more? Given that the brand also deals in exclusive merchandise and apparel, this number is definitely on the conservative end of things.

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With such positive momentum, the future looks bright for Quadrant.

The meteoric rise of Quadrant

Norris has a knack for shining where his passion takes him. That is pretty evident from his on-track exploits with McLaren. And with Quadrant, he has made the same habit. In just two years, the brand has reached some pretty considerable and serious milestones.

According to Esportsinsider.com, “Quadrant could soon be the first fully British Rocket League roster to make it to an RLCS Major, according to a release from the company, and was recently made a partner of the Halo Championship Series.”

What’s more? “Gaming, lifestyle and apparel brand Quadrant, founded by Formula 1 competitor Lando Norris, has extended its partnership with SCUF Gaming. Other partners for the organisation include JBL Quantum — audio company JBL’s range of gaming equipment — and peripherals and technology company Elgato.”

Are you an avid fan of Quadrant, too?