F1 Arcade to go global through new funding

Kindred Concepts, the parent company of experiential racing brand F1 Arcade, has raised £30m of new investment to fuel its next phase of global growth. 

The funding will support F1 Arcade’s international expansion plans, primarily in the US, where the business is building a significant pipeline of new venues.

While the Adam Breeden-led company plans to own and operate sites in the UK and the US, multiple discussions are underway with franchise partners around the world, including Europe, the Middle East and Australia, among other territories. 

The funding 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 industry, including McLaren Racing CEO Zak Brown and Formula 1 drivers Lando Norris and Logan Sargeant. 

"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," says Breeden.  

"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."

F1 Arcade plans to open more than 30 locations globally by the end of 2027.

You may also be interested in…