QUADRANT ANNOUNCES PARTNERSHIP WITH THAT PRIZE GUY
Quadrant, the global motorsport platform founded by Formula 1 World Champion Lando Norris, has today (9th June) announced a new partnership with That Prize Guy - the online competitions and prizes platform. Built as a home for next-generation motorsport fans, Quadrant sits at the intersection of sport, content and lifestyle, reaching a highly engaged, digital-native audience through creator-led storytelling, premium experiences and culturally relevant content. Through this new collaboration, Quadrant and That Prize Guy will create a series of fan-first campaigns designed to turn motorsport moments into tangible, real-world experiences.
That Prize Guy is an online competitions platform focused on making high-value prizes more accessible. The platform has been operating for over three years and has awarded more than £200 million in prizes to date, while also contributing to charities and local businesses.
The partnership will see both brands collaborate across a wide mix of creative and commercial outputs, spanning original YouTube formats, social storytelling, and integrated campaign rollouts.
This will be supported by premium access opportunities including race hospitality, Formula 1 experiences, and live activations at key events, bringing fans closer to the energy and culture that surrounds the sport.
At the heart of the partnership is a shared focus on access - unlocking premium experiences that traditionally sit out of reach for most fans. Alongside this announcement, Quadrant and That Prize Guy will launch a headline competition offering a VIP experience around the British Grand Prix at Silverstone, which fans can enter via That Prize Guy’s platform.
Together, Quadrant and That Prize Guy will look to redefine how fans engage with motorsport, creating a space where creator culture, community and experience come together. For Quadrant, the partnership marks another step in building a brand that doesn’t just reflect motorsport culture but shapes how the next generation experiences it.
Jamie MacLaurin, CEO of Quadrant, said: “Quadrant exists to connect fans with motorsport in ways that feel authentic, entertaining and culturally relevant. This partnership is about taking that even further - creating truly memorable moments for fans, in the world’s most exciting and fastest-growing sporting ecosystem. That Prize Guy brings a platform that allows us to deliver that access on a big scale.”
Paul Harkin, Founder & Owner of That Prize Guy, said: “This partnership with Quadrant represents a hugely exciting step for us. Formula 1 continues to grow at an incredible rate globally, and Quadrant has built one of the most engaged and culturally relevant communities in the space. Together, we’re looking forward to creating campaigns and experiences that genuinely excite fans - combining premium motorsport access with the kind of entertainment and storytelling that resonates with modern audiences.”
