F1 Champion Lando Norris’ Side Hustle Soars to New Heights as Three Drivers Join the Ranks!

LANDO NORRIS’ incredible side-hustle has boomed to record-breaking numbers in the last six months.

F1 superstars , Ollie Bearman and Gabriel Bortoleto have even teamed up with Norris’ gaming, lifestyle and clothing brand – known as Quadrant.

Lando Norris’ Quadrant brand has hit record-breaking numbers in the last six months Credit: Getty Quadrant has teamed up with British driver Ollie Bearman as well Credit: Shutterstock Editorial Brazilian Audi driver Gabriel Bortoleto is on board Credit: Shutterstock Editorial Norris’ former McLaren teammate Sainz has linked up with Quadrant Credit: Shutterstock Editorial

Quadrant has gone on a meteoric rise since it was founded by the driver in 2020.

On their website Quadrant describes itself as the “home of new-generation motorsport fandom” and they recently posted record-breaking wins from 2026.

They have held sell-out pop-up stores this year in Melbourne and London featuring Quadrant merch such as hoodies and hats.

They also regularly post on YouTube and social media, including a recent video of Norris trying food from every country he has raced in.

Quadrant has reached record-breaking numbers on those platforms this year, with a staggering 13.7million views across eight videos on YouTube.

And they have already launched five clothing collections in 2026, collaborating with the likes of 24 Hours of Le Mans and Kappa.

In 2024, the London-based business reported a total equity of £152,365.

In July last year, Adrian Newey -backed Veloce Media Group agreed to acquire a majority stake in the company involving a seven figure investment.

The deal saw Norris remain the second-largest shareholder in Quadrant with a stake of more than 20 per cent.

Wakefield-based United Autosports, which is co-owned by McLaren CEO Zak Brown, also owned shares in Norris’ business.

Norris’ Landostand at , which debuted in 2025, has continued to rake in numbers and expanded from around 11,500 seats to more than 16,000 this year.

It is particularly popular with younger, female fans, with women making up over 70 PER CENT of last year’s sales.

Quadrant’s website sells merch including this £199 helmet Credit: Quadrant It also sells clothing, such as this Le Mans and Kappa collaboration Credit: Quadrant Norris’ Landostand has raked in huge ticket sales, with women making up 70 per cent of the stand last year Credit: Getty

When Norris was asked about how he has achieved such popularity in the sport, he said: “First of all, to be honest, I was streaming on Twitch, even way before Covid.

“That’s very different to the Fernando Alonso, , Seb Vettel era of where you always had to look like the bad guy that never laughed.

“That certainly changed with me, and it certainly changed, when me, George, Alex, Charles started to come through.”

On the Landostand, he added: “We want to do it more than any other driver and Silverstone wanted to do it with me more than any other driver.

“That’s a cool thing. But it’s a big operation. Years of planning to achieve something of this scale and of this size.

“Of course I feel like I certainly played a part. The fact that I can race well. I’m a driver but I was also the first driver to do the streaming on Twitch.

“To do all of these things. To feel like I’m just as much a part of the community as someone else who’s watching us, that was a very important thing.

“Streaming for people and reading the comments, reading questions, things like that. And then feeling part of the community. That was something I did before any other driver.”