£30m investment to accelerate global growth for F1 Arcade

F1® Arcade has announced a £30m investment to fuel its next stage of international growth.

The Formula 1® simulator racing experience provider attracted investors, led by Liberty Media and Formula 1, with participation from sector-focused investment firm Imbiba.

It’s received backing from names across the F1 paddock, including McLaren Racing CEO Zak Brown and Formula 1 drivers Lando Norris and Logan Sargeant.

The F1® Arcade concept, created by Adam Breeden, the pioneer of venues including Flight Club, Bounce, Hijingo, All Star Lanes and Puttshack, is set to open its second venue in Two Chamberlain Square, Birmingham later this year.

Following the success of its flagship site in St. Pauls, London, the fresh funding will be used to scale up US operations as well as opening and owning 27 new sites globally by the end of 2027, with the first US site in Boston scheduled to open in 2024.

Discussions are also underway with leading franchise partners around the world, including Europe, the Middle East and Australia, amongst other territories.

F1 Arcade’s opportunity for expansion in the US comes as F1 has grown exponentially in the market, with last season’s US Grand Prix in Austin recording a record attendance of 440,000, the Miami Grand Prix selling out this season with 270,000  fans, up 30,000 from 2022.

Adam Breeden, CEO and Founder of F1 Arcade, welcomed the partnership with Liberty Media and Formula 1 and 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.”