Lotte van Drunen secures backing from F1 ace Lando Norris' Quadrant brand

By Team TMX on 24th Jan 24

News Motocross

Teenage Dutch WMX star Lotte van Drunen is one of four ‘Quadrant Athletes’ who will represent the apparel and gaming brand founded by British Formula 1 star Lando Norris.

Ushering in a new era of diverse representation within the brand, ‘Quadrant Athletes’ marks a strategic move to connect with new audiences across the globe. This transformative initiative aims to ensure sustainability for Quadrant, allowing the brand to yield increased influence in driving consumers to diverse revenue streams.

In a departure from traditional athlete initiatives, Quadrant is pioneering a unique approach by treating each athlete as a content creator first. The new venture aims to give athletes a platform to showcase their personalities and interests beyond their professional careers while connecting with audiences on a more personal level.

Quadrant Athletes will have bespoke content on Quadrant channels and actively contribute to amplifying the brand's core pillars: partnerships, apparel, content, and gaming. This collaborative effort is expected to generate commercial opportunities and expand Quadrant's reach through athletes' platforms.

The disciplines covered by the athletes include Rally, Motocross, Skateboarding, and Moto GP, with each sport chosen for its synergies with the Quadrant brand and Lando's interests.

"This is a big new step for Quadrant that I'm very passionate about, and I look forward to sharing this journey with our athletes over the next few years,” says Norris. “The goal is to show the world their talents and personalities through uplifting and entertaining content, and bring Quadrant to their communities in new ways."

"We can’t wait to work with these young and exciting athletes to show off their talents and personalities,” adds Quadrant CEO Jamie MacLaurin. “We will be bringing something unique to our strategy and pushing the boundaries of creativity to give our audience the best possible viewing experience!"

Van Drunen will be the Quadrant brand's first ambassador for the sport of motocross

Van Drunen is just one of four athletes who will represent Quadrant. Still just 16, Lotte is a front-runner in the WMX series, regularly races in the EMX series too and has a global following. Quadrant recognizes the significance of Lotte's presence in one of its key markets, and her role extends beyond racing. Lotte is set to lead the charge for female representation in motorsports, engaging the audience and showcasing her passion for the Quadrant brand.

Also involved is Keegan Palmer, the 20-year-old Olympic gold medalist skateboarder from Australia, who will proudly showcase Quadrant apparel with the brand visible on his skateboard. With a notable sponsorship history, including Nike, Oakley, Rockstar Energy, Primitive, Bones, and Independent, Keegan brings a wealth of experience to the Quadrant family.

Hailing from one of the most famous rally families globally, 21-year-old Oliver Solberg competes in Rally2, following in the footsteps of his World Rally Champion father, Petter Solberg. As a Monster athlete, Oliver's collaboration with Quadrant promises to be an exciting venture.

Nineteen-year-old Iván Ortolá, currently in the top 5 of the Moto 3 standings, hails from Spain. With an anticipated move to Moto 2 next season, Ivan is quickly becoming one of the hottest talents in racing.

Quadrant founder Lando Norris personally met Ivan Ortola during the Silverstone Moto GP in 2023, solidifying the brand's commitment to building authentic connections with athletes.

Quadrant Athletes is set to redefine the landscape of sports partnerships, bringing together diverse talents and fostering a sense of community among athletes and fans alike. You can watch the full feature launch film on Quadrant YouTube and social channels now.

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