F1 Experience Business Lands £30M Investment

An F1 experience business which is due to open a venue at Paradise Birmingham later this year has secured a £30m investment to fuel the next phase of its international growth.

The funding will support F1 Arcade’s international expansion plans, primarily in the US, where the business is building a pipeline of new venues. The company plans to own and operate sites in the UK and the US, and multiple discussions are underway with franchise partners around the world, including Europe, the Middle East and Australia.

The round attracted notable investors, led by Liberty Media and Formula 1, with participation from sector-focused investment firm Imbiba. There was also support from names across the F1 paddock, including McLaren Racing CEO Zak Brown and Formula 1 drivers Lando Norris and Logan Sargeant.

Following the success of its flagship site in St Pauls, London, F1 Arcade plans to open more than 30 locations globally by the end of 2027, with the first US site in Boston scheduled to open in 2024.

Adam Breeden, chief executive and founder of F1 Arcade, said: “We are truly excited to be working closely with Liberty Media and Formula 1 as equity partners as we drive towards global growth.

“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.”

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