Lando Norris joins £20m Seat Unique funding round

Lando Norris has invested in premium hospitality and events company Seat Unique as part of a £20 million financing round led by Nickleby Capital, with Pentland Ventures and Hearst Ventures also involved. He invested through The Players’ Fund, a venture investment vehicle managed by professional athletes; his contribution was not disclosed.

Seat Unique has relationships with Wembley, Arsenal, Formula E, Co-op Live and Silverstone. It recently acquired P1 Travel, a hospitality provider specialising in F1 access.

Norris’s other ventures span content and racing. He founded Quadrant in 2020; the gaming brand has since expanded into content and fashion. Veloce Media Group bought a majority stake in July 2025, while Norris remains Quadrant’s second-largest shareholder, with more than 20% ownership, and has also become a Veloce shareholder.

LN4 Fusion was founded by Norris with an investment group led by Dan Richards and announced on 2 September 2026. The organisation is due to compete in Italian Formula 4, Formula Regional Europe and Formula 3 from 2027. Its LN4 Legacy Programme backs promising drivers who lack the financial support to progress in motorsport.