Lando Norris has not only established himself as a strong persona in Formula 1 but has also made a remarkable entry into a different arena – e-sports. In 2020, Norris founded Quadrant, a UK-based e-sports and lifestyle brand that has been revving up the digital world, much like his McLaren on the F1 circuit. With an estimated net worth of $770,000 and counting, this venture has taken e-sports to the next gear. Buckle up as we take you through this thrilling ride that’s shaking the e-sports world, one game at a time.

In a relatively short span, Quadrant has notched up quite a few successes. Recently, it became a partner of the Halo Championship Series and has the potential to be the first fully British Rocket League roster to make it to an RLCS Major. This has been a monumental moment for the company, marking its presence among some of the biggest names in e-sports.

Lando Norris, Quadrant’s founder expressed his excitement about these developments. “It’s in an early phase, I would say. From what I would love to achieve with it, it’s still got to grow a lot more in several spaces. One, which is the teams that represent Quadrant in various games. At the minute, we have Halo, we have a team for Call of Duty, we have Rocket League,” he shared with Sports Business Journal.

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Norris, who wore a Master Chief-inspired race helmet at the Singapore Grand Prix, sees this venture as a bridge between the worlds of e-sports and motorsport.

Lando Norris’ Quadrant: Driving Innovation in E-Sports

Quadrant’s innovation goes beyond just e-sports. They have extended their partnership with SCUF Gaming, a leader in high-end game controllers. As part of this partnership, Quadrant-branded SCUF controllers were launched, and SCUF continues to be Quadrant’s Official Controller Partner. This collaboration has helped Quadrant’s teams compete at the highest level, and the companies continue to work together on various content creator activations. 

Jamie MacLaurin, Chief Sporting Officer at Quadrant, according to E-sports Insider, reflected on this partnership: “Their best-in-class and innovative products have helped our Esports teams compete at the highest level. We are very excited to be able to deliver more unique and engaging content in 2023, and to show both our communities how our two brands are pushing the boundaries of content creation and Esports.”

Quadrant’s progress in e-sports so far is just the beginning. The partnership with Halo and the successful collaboration with SCUF Gaming are significant pit stops in the journey that Lando Norris has embarked upon. With its growing success and potential, Quadrant is set to continue its disruptive drive in the e-sports arena.

From the Formula 1 track to the digital battlefield, Norris’s journey is a testament to his versatility and ambition. As he rightly said, “Being able to see our own Quadrant skins and items available in-game is surreal and for our first game to be such a historic title as Halo just shows how far we have come as a company in such a short space of time.”

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As we stay tuned to see what the next lap holds for Quadrant, one thing is certain: This journey, much like Norris’s racing career, promises to be an exhilarating one.