Lando Norris and Logan Sargeant announce new investment

The first F1 Arcade opened last November in London, with a second set to open this year in Birmingham.

Lando Norris and rookie Logan Sargeant have both reportedly become key investors in F1 Arcade, Formula 1’s new simulator hospitality project.

The first site was opened in London last November, with it having so far been a hit with guests.

The venue offers fans a chance to compete against family and friends in specially modified simulators, whilst the site also offers a unique way of watching F1.

Following the success of the first site, the plan is to open a new site in the United States, with it having been confirmed that Boston will be getting its own F1 Arcade venue.

Want to work in Formula 1? Browse the latest F1 job vacancies

The growth of the hospitality venture has been supported by £30 million in investment, which will see F1 Arcades appear in the Middle East, Europe and Australia.

The plan is for there to be 30 F1 Arcades across the globe by 2027, with the Boston site to open in 2024.

Another site in the UK is set to open later this year, situated in Birmingham.

Recent investment has reportedly come from Norris, Sargeant and McLaren CEO Zak Brown, amongst others.

Article continues below

Adam Breeden, CEO and founder of F1 Arcade is “truly excited” about the hospitality project’s future, with him truly believing that it has huge “potential”.

“We are truly excited to be working closely with Liberty Media and Formula 1 as equity partners as we drive towards global growth,” Breeden said, as reported by

“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.

“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 CEO and president Stefano Domenicali also spoke about how important F1 Arcade is to the pinnacle of motorsport, in regard to offering fans “the thrill of an F1 car”.

READ: Mercedes take a shot at Tom Cruise amid Hamilton-Shakira romance

“Formula 1 is enjoying significant growth globally, and we are constantly innovating to ensure that we are bringing the highest quality of sport and entertainment to new and diverse audiences,” Domenicali said at the announcement of the Boston venue.

“F1 Arcade does exactly this by putting our fans behind the wheel of bespoke racing simulators, so they can feel the thrill of an F1 car first hand, coupled with a premium hospitality offering to match our world-renowned paddock.

“The success of the London venue so far has been incredible, and we are excited to see the F1 Arcade project continue to grow as it hits the US, starting in Boston.”