Norris welcomes YouTube star Lenney as Quadrant partner

Lando Norris has started 2024 with a major win, albeit one that will pay dividends off the track, the McLaren charger securing significant new investment for his burgeoning Quadrant entertainment and gaming brand from highly popular YouTuber Will Lenney.

This strategic partnership signals a bold leap forward for Quadrant, poised to become a dominant force in the dynamic intersection of gaming, esports, and lifestyle content.

Quadrant, launched in 2020 by Norris, his management company ADD, and Veloce media, has already garnered a loyal following, particularly among gaming enthusiasts.

The brand's diverse offerings include its own clothing line, engaging social media content, and an active presence in the competitive world of esports. With this new investment, Quadrant is gearing up to expand its reach and establish itself as a leading player in the entertainment industry.

The strategic addition of Will Lenney, known to his millions of fans as WillNE, brings a wealth of expertise and influence to the Quadrant team.

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With over seven million subscribers across his two YouTube channels, Lenney possesses a proven ability to connect with audiences and generate viral content.

His involvement is expected to significantly boost Quadrant's marketing efforts and further expand its reach among younger demographics.

"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,” said Norris.

“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."

"I am thrilled to have the chance to be a part of the exciting journey that lies ahead with Quadrant,” said Lenney.

“Having been a fan of the brand since its conception, I am confident that we can work together to elevate it to the next level and provide real value to the Quadrant audience."

Quadrant says the seven-figure investment round will help the company “fuel its growth ambitions” and further its creations of “more entertaining and more uplifting stories than anyone else”.

“We are delighted to have completed our first investment raise and welcome a new investor group to the Quadrant family,” said CEO Jamie MacLaurin.

“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."

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Phillip van Osten

Motor racing was a backdrop from the outset in Phillip van Osten's life. Born in Southern California, Phillip grew up with the sights and sounds of fast cars thanks to his father, Dick van Osten, an editor and writer for Auto Speed and Sport and Motor Trend. Phillip's passion for racing grew even more when his family moved to Europe and he became acquainted with the extraordinary world of Grand Prix racing. He was an early contributor to the monthly French F1i Magazine, often providing a historic or business perspective on Formula 1's affairs. In 2012, he co-authored along with fellow journalist Pierre Van Vliet the English-language adaptation of a limited edition book devoted to the great Belgian driver Jacky Ickx. He also authored "The American Legacy in Formula 1", a book which recounts the trials and tribulations of American drivers in Grand Prix racing. Phillip is also a commentator for Belgian broadcaster Be.TV for the US Indycar series.