As part of its ambitious global growth strategy, the world’s first official Formula 1® hospitality and racing experience concept has confirmed its entry into the Iberian Peninsula through a landmark franchise deal.
F1® Arcade, the pioneering Formula 1® immersive racing experience venue, has announced the signing of a Master Franchise Agreement with Top Racing Iberia. This milestone marks a major step forward in F1® Arcade’s international expansion, with its debut Spanish location scheduled to open in Madrid in 2027.
The announcement follows a period of impressive momentum for the UK-founded brand, which launched its flagship venue in London in late 2022 and has since expanded to a second UK site in Birmingham and three locations in the USA, with additional venues currently in development across multiple markets.
F1® Arcade and Top Racing Iberia share a common vision built around premium hospitality, cutting-edge entertainment, and outstanding customer experiences. With Formula 1®’s global fanbase continuing to grow rapidly, the partnership highlights significant opportunities for further expansion across both the UK and international markets.
Top Racing Iberia brings extensive experience in franchise operations to the collaboration. Led by CEO Pablo Juantegui, a highly respected industry figure, the company has a proven track record in scaling businesses globally. Juantegui is best known for steering 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.
Jonathan Peters, F1 Arcade’s Global President, says: “The signing of this master franchise agreement represents a milestone in expansion plans for the brand, both at home and internationally. 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 U.S.”
Commenting on the partnership, Pablo Juantegui, CEO of Top Racing Iberia, said: “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. This partnership links us to a world-class brand and inspires us to open a new chapter in experiential leisure.”
F1® Arcade 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 $130 million funding round, led by Cheyne Capital, with participation from Liberty Media Corporation, Permira Credit and OakNorth, which closed in July 2024.
Since its inception in 2022, F1® Arcade has redefined competitive socialising through its standout venues, which combine jaw-dropping design, immersive interiors, and an electric atmosphere that brings the thrill of Formula 1® to life. Each location features an exceptional food and beverage offering, with a menu of elevated dishes and cocktails crafted by renowned mixologist and winner of Netflix’s Drinks Masters, LP O’Brien, Global Creative Director of Beverage for F1® Arcade. The London, St Paul’s venue offers a Grand Chelem Old Fashioned, including a black truffle-infused whiskey.
F1® Arcade is also home to high-energy events such as Grand Prix watch parties, creating the ultimate fan zone for F1® lovers and non-fans alike. With over 60 state-of-the-art full-motion racing simulators at all venues and a range of game modes tailored to all ages and abilities, F1® Arcade is built for every kind of audience – from families and casual fans to die-hard enthusiasts and corporate groups. And at the heart of it all is the F1® Arcade Hub: a vibrant space that connects fans through shared passion, gameplay, and unforgettable social experiences.
Fans and non-fans are invited to follow @f1arcade and @f1arcadeusa on Instagram for all F1 Arcade news and updates on venue openings across the world.
