Key facts
- Lando Norris has taken a stake in premium ticketing platform Seat Unique.
- Seat Unique offers official premium experiences for McLaren Racing events.
- Seat Unique is an official reseller for Circuit de Barcelona, offering Spanish Grand Prix tickets.
- Norris also sold a stake in his Quadrant brand to Veloce.
Formula 1 driver Lando Norris has acquired a stake in Seat Unique, a premium ticketing marketplace that partners with sports venues and teams to offer hospitality experiences. The investment aligns with Norris's broader strategy of building a digital-first business empire that includes gaming, content creation, and apparel.
Seat Unique has been expanding its presence in Formula 1. The company recently announced an official premium experience partnership with McLaren Racing for an event called 'McLaren Racing LIVE in Conversation' scheduled for December 14, 2026, at The O2 in London. This event will feature drivers Lando Norris and Oscar Piastri, CEO Zak Brown, and Team Principal Andrea Stella.
Additionally, Seat Unique has become an official reseller for the Circuit de Barcelona, offering hospitality and grandstand tickets for the Spanish Grand Prix. This collaboration allows fans to purchase premium experiences for events featuring drivers such as Lewis Hamilton, Max Verstappen, Charles Leclerc, and Lando Norris.
Norris has been actively developing his business interests. Earlier in July, he announced the sale of a stake in his motor sport brand Quadrant to the racing and gaming business Veloce. This move allows Norris to share in both businesses and potentially achieve a lucrative return.