Veloce Esports
Veloce Media Group (operating as Veloce Esports) is a London-based digital racing media network that runs professional esports teams for Formula 1 partners Mercedes, McLaren, and Ferrari, while managing a creator network and lifestyle brands including Quadrant and YAS HEAT, collectively generating 650M+ monthly views globally.
- Company typePrivate
- Founded2018
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Veloce Esports does
Veloce Media Group (operating under the Veloce Esports brand as its flagship) is a London-based digital racing media network founded in 2018. The company operates a portfolio of brands spanning professional esports team management, real-world motorsport (Extreme E via Veloce Racing), gaming and lifestyle content (Quadrant, founded by Lando Norris), and regional motorsport narrative (YAS HEAT in Abu Dhabi). Core operations include running esports teams on behalf of three Formula 1 organizations — Mercedes, McLaren and Ferrari — alongside proprietary teams, and managing a network of 100+ content creators across multiple countries that collectively drive 650m+ monthly views on YouTube, Instagram, TikTok, X, and LinkedIn.
The underlying technology stack includes 5G-enabled live racing simulators demonstrated at MWC Doha in partnership with GSMA, positioned to shift competitive esports from dedicated infrastructure toward programmable 5G networks using Open Gateway APIs. This positions Veloce at the intersection of telecom infrastructure, competitive gaming, and motorsport IP. The platform architecture is essentially a multi-brand media and operations holding entity with shared content production, talent management, and sponsorship infrastructure across subsidiary brands.
Veloce generates revenue through five primary streams: (1) esports team operations and sponsorships (both proprietary and F1-partnered teams); (2) advertising-driven content creation and distribution across owned social channels and partner platforms; (3) commerce and merchandise, including premium apparel under the Quadrant brand; (4) talent management services for creators; and (5) professional esports services delivered to F1 teams. The company was acquired by SEGG Media in February 2026 for $61M, following a strategic investment from SEGG Media in July 2025 and Veloce's majority acquisition of Quadrant the same month. Customer segments span B2B (F1 teams and brand sponsors) and B2C (gaming/racing audiences and merchandise buyers), with go-to-market driven by content-led community building and high-profile motorsport partnerships.
Veloce Esports firmographics
Firmographics- Name
- Veloce Esports
- Legal name
- Veloce Media Group
- Website
- https://veloce.gg
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Veloce Media Group (operating as Veloce Esports) is a London-based digital racing media network that runs professional esports teams for Formula 1 partners Mercedes, McLaren, and Ferrari, while managing a creator network and lifestyle brands including Quadrant and YAS HEAT, collectively generating 650M+ monthly views globally.
- Ownership category
- akta.pro rank
Veloce Esports industry classification
Industry- Product category
- Esports & Racing Media Services
- NAICS
- Sports Teams and Clubs (711211), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (516210), Promoters of Performing Arts, Sports, and Similar Events (7113)
- SIC
- Services-Motion Picture & Video Tape Production (7812), Services-Motion Picture & Video Tape Distribution (7822)
- akta.pro primary industry
- Motorsports Teams & Entrants (Factory & Independent) (MPAKAGAB)
- akta.pro secondary industries
- Social/Creator-Led Sports Live Streaming & Watch-Alongs (MPAKAOAI), Motorsports Events (F1, NASCAR, Rally, Moto) (MPAGAMAD), Motorsports Media Rights & Broadcasting (Series-Owned/Controlled) (MPAKAGAF)
Keywords
Where Veloce Esports is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Veloce Esports business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain
Revenue model
- Pro Esports Team Operations: Veloce operates multiple professional esports teams, both proprietary teams and those run for top Formula 1 teams including Mercedes, McLaren and Ferrari. Revenue is generated through team operations, sponsorships, and competitive esports activities.
- Content Creation and Distribution: The company creates content in-house, for partners and through its creator network. Content spans various games including EA's F1 game and Call of Duty, generating 650m+ monthly views.
- Brand and Commerce Products: Design and sale of compelling commerce products in the racing and gaming industry, including merchandise and premium apparel.
- Talent Management: Management of talented creators entertaining audiences in various games in countries around the world.
- Esports Team Management for F1 Teams: Runs esports teams for Formula 1 teams (Mercedes, McLaren, Ferrari) in virtual racing competitions.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
Veloce Esports product offering
Product offeringCore offering
Veloce Media Group operates as a digital racing media network, running multiple professional esports teams (both proprietary and on behalf of top Formula 1 teams including Mercedes, McLaren, and Ferrari), creating and distributing gaming and racing content, managing a global network of content creators, and designing/selling commerce products such as merchandise and premium apparel across racing and gaming brands.
Product overview
Veloce Media Group is a digital racing media network operating as a platform of multiple brands. The portfolio includes Veloce Esports (professional esports teams including Formula 1 partnerships with Mercedes, McLaren, and Ferrari), Veloce Racing (Extreme E racing team focused on electrification), Quadrant (gaming and lifestyle brand founded by Lando Norris), and YAS HEAT (Abu Dhabi-based motorsport esports). The company creates content across gaming titles including EA's F1 game and Call of Duty, manages talent, and designs brands. SEGG Media completed a $61M acquisition of Veloce Media Group in February 2026.
Differentiator
Problem solved
Functional benefit
Brands
- Veloce Esports: The premiere brand of VMG, runs multiple pro-esports teams for Veloce as well as top Formula 1 teams including Mercedes, McLaren and Ferrari.
- Veloce Racing
- Quadrant
- YAS HEAT Esports
Products and services
- Veloce Esports The premiere brand of Veloce Media Group, operating multiple professional esports teams both for Veloce and for top Formula 1 teams including Mercedes, McLaren, and Ferrari in virtual racing and gaming esports competitions.
- Veloce Racing Sister brand to Veloce Esports; a racing team competing in Extreme E focused on electrification and equality in motorsports.
- Quadrant Gaming and lifestyle brand founded by Lando Norris, focused on gaming content, racing, and premium apparel. Veloce Media Group acquired a majority stake in this brand.
- YAS HEAT Esports Expansion of Abu Dhabi's motorsport narrative, formed to foster local esports talent development and encourage motorsport participation in the region through an accessible platform.
Quantifiable outcome
- 650m+ monthly views across content platforms
- +3 more outcomes
Companies that use Veloce Esports
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles4 records
Veloce Esports technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Veloce Esports partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- QuadrantcoreVeloce Media Group acquired a majority stake in Quadrant, a gaming and lifestyle brand founded by Lando Norris, focused on gaming, content, racing and premium apparel.
- GSMAcoreVeloce partnered with GSMA to publish a 'statement of requirements' defining connectivity needs for gaming and creator ecosystems. The collaboration aims to shift esports from dedicated infrastructure to programmable 5G networks, calling on telcos worldwide to standardize and deploy Open Gateway network capabilities for competitive esports at scale. Veloce had already demonstrated live racing simulators on 5G at MWC in Doha.
- Mercedes (F1 Esports)coreVeloce Esports runs Mercedes esports team, one of the top Formula 1 teams, in virtual racing competitions.
- McLaren (F1 Esports)coreVeloce Esports runs McLaren esports team, one of the top Formula 1 teams, in virtual racing competitions.
- Ferrari (F1 Esports)coreVeloce Esports runs Ferrari esports team, one of the top Formula 1 teams, in virtual racing competitions.
- YAS HEATminorYAS HEAT is an expansion of Abu Dhabi's motorsport narrative, an esports brand formed to foster local esports talent development and encourage motorsport participation in the region through an accessible platform.
- EA (Electronic Arts)minorVeloce creates content in EA's F1 game among other games, serving as a content partner for Electronic Arts' gaming ecosystem.
Scale indicators6 records
Recent moves5 records
Expansion highlights5 records
Veloce Esports competitors and assessment
Company assessmentDirect peers
- FaZe Clan: Public gaming/esports lifestyle brand combining competitive teams, creator network and consumer products. Directly comparable to Veloce in operating model (teams + creators + merch), though FaZe skews mainstream gaming whereas Veloce is racing-anchored.
- 100 Thieves: Esports organization and lifestyle/apparel brand founded by Nadeshot, operating competitive teams and a creator-led content and merchandise business. Closely mirrors Veloce's teams-plus-creator-network-plus-commerce playbook.
- G2 Esports: Global esports organization operating multiple pro teams across titles, with strong content and merchandise verticals. Comparable as a multi-team, content-driven esports brand competing for sponsorships and audience attention.
- Team Liquid: One of the largest global esports organizations with multiple competitive rosters and a large content/community footprint. Comparable in scale and multi-title esports operations, though less focused on motorsport IP.
- Fnatic: Long-established esports team operator with proprietary apparel and content channels. Similar combination of competitive teams, brand and merchandise, with comparable target audience and sponsor overlap.
- Motorsport Games: Public motorsport-focused gaming and esports company tied to F1, IndyCar and NASCAR. Directly comparable to Veloce's racing-esports and sim-racing strategy, though its business model is more publisher/IP-driven than Veloce's creator-network model.
- OverActive Media: Public esports and entertainment company operating teams (Toronto Defiant, Toronto Ultra) plus venue infrastructure. Comparable in operating multiple pro teams and building a media/IP business around esports.
Others
- Animoca Brands: Web3/gaming investor and operator that led an earlier Veloce funding round. Comparable as a capital and strategic partner in the gaming/web3 crossover, and as a relevant ecosystem player for Veloce's VEXT/commerce thesis.
- F1 Esports Series: The official F1-affiliated esports competition in which Veloce-managed teams compete. Comparable as the league/series whose ecosystem Veloce operates within, and a key determinant of enterprise demand from Mercedes, McLaren and Ferrari.
Emerging players
- Quadrant (pre-acquisition context): Gaming and lifestyle brand founded by Lando Norris, now majority-owned by Veloce. Useful comparable for creator-led lifestyle/apparel brands in the racing space, and the benchmark for Veloce's brand-commerce growth path.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Veloce Esports social profiles
Digital presenceVeloce Esports financial estimates
Financial estimateRevenue estimate
Valuation estimate
Veloce Esports leadership team
Management profileNumber of profiles
Veloce Esports subsidiaries and ownership
Company hierarchySubsidiaries4 records
Veloce Esports funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Veloce Esports M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Veloce Esports
What does Veloce Esports do?
Veloce Media Group operates as a digital racing media network, running multiple professional esports teams (both proprietary and on behalf of top Formula 1 teams including Mercedes, McLaren, and Ferrari), creating and distributing gaming and racing content, managing a global network of content creators, and designing/selling commerce products such as merchandise and premium apparel across racing and gaming brands.
Is Veloce Esports a public or private company?
Veloce Esports is a private company. It is classified as corporate owned and is currently operating.
When was Veloce Esports founded?
Veloce Esports was founded in 2018. It employs 11 to 50 people.
Where is Veloce Esports based?
Veloce Esports is headquartered in London, United Kingdom, in the Europe region.
How does Veloce Esports make money?
Five revenue lines are on record. Pro Esports Team Operations are the primary driver. The others are content Creation and Distribution, brand and Commerce Products, talent Management and esports Team Management for F1 Teams.
Who are Veloce Esports's main competitors?
Direct peers on record are FaZe Clan, 100 Thieves, G2 Esports, Team Liquid, Fnatic, Motorsport Games and OverActive Media. Others are Animoca Brands and F1 Esports Series. Quadrant (pre-acquisition context) is listed as an emerging player.
Does Veloce Esports have an API?
No public API is recorded for Veloce Esports.
What industry is Veloce Esports in?
Veloce Esports's product category is Esports & Racing Media Services. Its primary akta.pro industry code is MPAKAGAB, Motorsports Teams & Entrants (Factory & Independent), with a secondary code of MPAKAOAI, Social/Creator-Led Sports Live Streaming & Watch-Alongs. Its NAICS code is 711211 and its SIC code is 7812.