F1 Arcade motors into European cities
F1 Arcade has signed a master franchise agreement with Top Racing Iberia.
Madrid will be the new home of Formula 1 racing experience brand F1 Arcade, following a master franchise agreement with Top Racing Iberia.
The agreement marks a significant milestone in F1 Arcade’s international expansion, with the debut venue set to open in Madrid, Spain, in 2027.
It follows a period of rapid growth for the brand, which first opened in London in late 2022 and now operates a second UK site in Birmingham, and three sites in the USA, with more in development.
Top Racing Iberia's CEO, Pablo Juantegui, is best known for leading Grupo Telepizza through its international expansion, IPO, and digital transformation, establishing it as the world’s largest master franchisee for Pizza Hut.
The new master franchise agreement will see Top Racing Iberia take on the master franchising rights for the entire Iberian Peninsula, with Madrid marked as its debut location.
"The signing of this master franchise agreement represents a milestone in expansion plans for the brand, both at home and internationally," says Jonathan Peters, F1 Arcade’s global president. "We firmly believe in the potential of the Iberian Peninsula - a market with a deep-rooted passion for Formula 1, and home to Spain’s very own Grand Prix. We are confident that Pablo and the Top Racing Iberia team are ideal partners to develop the UK-born F1 Arcade brand beyond Europe and the US."
World-class, worldwide
F1 Arcade features full-motion racing simulators, reaction games, viewing screens, food and cocktails.
It currently operates in London, Birmingham, Boston, Washington D.C. and Philadelphia, and is planning an aggressive global expansion between now and 2027.
Upcoming confirmed openings include Atlanta, Las Vegas and Denver, with more soon to be announced. This next phase from the UK to full global expansion is driven by F1 Arcade’s $130m funding round, led by Cheyne Capital, with participation from Liberty Media Corporation, Permira Credit and OakNorth, which closed in July 2024.
"Joining the F1 Arcade universe is much more than a business decision: it’s an exciting opportunity to bring a unique entertainment experience to Spain and Portugal," says Juantegui. "This partnership links us to a world-class brand and inspires us to open a new chapter in experiential leisure."
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