SEGG Media Corporation has announced an investment in UK-based Veloce Media Group, expanding its strategy to integrate deeper into the global esports and motorsport ecosystems. The deal is being facilitated through Sports.com, SEGG Media’s dedicated sports division.
The agreement values Veloce at £40 million (approximately $53.6 million) and will be completed in two stages, with SEGG Media retaining an option to acquire a 51% majority stake in the future. This move follows the recent restructuring and rebranding of SEGG Media — previously Lottery.com — as it pivots towards sports content and next-generation fan experiences.
Founded in 2018, Veloce Media Group operates a diverse range of ventures across digital media, esports, sim racing, and environmentally focused motorsport initiatives. The company recorded £12.8 million in revenue in the financial year ending March 2025 and reports over 750 million monthly digital views across its media network.
The first tranche of SEGG’s investment — £2 million — is being used to support Veloce’s recent acquisition of Quadrant, a gaming and motorsport content brand launched in collaboration with Formula 1 driver Lando Norris. The remainder of the investment is expected to close by the end of July.
SEGG Media CEO Matthew McGahan said the partnership represents a deliberate step into motorsport as one of the company’s core areas of focus. “With Veloce now part of our wider group, we are extending our involvement across various motorsport categories, including F1, MotoGP, IndyCar, and others,” he noted, adding that the company sees strong commercial and content potential in the space.
Veloce’s operations cover multiple sectors, with esports tournaments such as F1 Esports and the Ferrari Global Series. The company also engages fans through creator-led content, merchandise, and athlete platforms.
Jack Clarke, Chief Strategy Officer at Veloce, said the company is well-positioned to scale with support from its new partner. “We’re focused on reaching the next generation of sports fans who live in the digital space, and this partnership strengthens our capacity to do so.”
Majed Al Sorour, President of Sports.com and a former senior executive at Newcastle United and LIV Golf, highlighted the potential for growth in the Middle East. He pointed to Saudi Arabia’s highly engaged gaming audience — with 23 million gamers and major events like the Esports World Cup — as fertile ground for expansion.
Veloce is led by CEO Daniel Bailey, with a board featuring figures such as Andy Webb, former CEO of the Marussia F1 Team, and Darryl Eales, ex-CEO of Lloyds Development Capital.
