Lando Norris is now one of the second-most successful drivers on the grid in 2025. Since joining McLaren as a full-time driver in 2019, Norris has slowly climbed up the ranks and earned his maiden podium in 2020 and another Grand Prix victory in Miami in 2024. The British driver is renowned for their adaptability, resilience, and strong work ethic. Throughout the 2025 season, his victory started and mental toughness made him a candidate for team leadership.
Various sponsors have played a crucial role in supporting Norris’s racing career, both financially and through brand partnerships. He was one of the youngest McLaren drivers before Oscar Piastri joined the team. Norris has signed a multi-year contract with the team, but at what cost? Let us take a deep look into Lando Norris's sponsors for the 2025 season.
Lando Norris Sponsors 2025
1. TUMI
TUMI is a premium luxury travel and lifestyle brand that signed Lando Norris as the brand ambassador in 2025. This multi-year sponsorship deal was signed way back in 2022. TUMI is also the official luggage partner of the McLaren F1 team, so all logistics and transportation are covered, with all bags bearing the brand name TUMI. Norris endorses the brand by traveling with TUMI’s products, featuring them prominently in his lifestyle and travel content.
2. Bell Helmets
The sponsorship deal between Bell Helmets and Lando Norris is more than any other sponsorship deal. The brand is one of the leading manufacturers of protective headgear, and they have been sponsoring Norris since his early days in Formula 2 in 2018.
As a brand ambassador, Norris showcases Bell’s cutting-edge racing helmets, which are crucial for driver safety. The partnership extends across McLaren’s official key partners, integrating Bell’s products into the team’s equipment.
3. Weargrip
Under this partnership deal, the brand agency manages Lamdo Norris’s digital activity and collaborates with him to create engaging content on a global platform. Conjugated on a multi-year deal, the brand endorses social media campaigns, video production, and engagement with Norris’s online fan community. The agency has partnered with McLaren since 2019.
4. ADD Management
ADD Management is a sports management agency that has managed Lando Norris since the start of his F1 career in 2018. They have signed a business venture deal with Norris. Under the agreement, the agency will handle contract negotiations, sponsorship deals, and career planning, ensuring Norris’s long-term success. Their multi-year agreement includes exclusive representation, with ADD Management acting as a key intermediary between Norris and prospective sponsors or partners.
5. Pure Electric
Pure Electric is one of the leading UK electric scooter and bike retailers. They have been sponsoring Lando Norris and are also linked to McLaren’s F1 team. Norris has appeared in several marketing campaigns for the brand. The partnership highlights sustainable mobility and urban transport, aligning with Norris’s brand values.
6. Quadrant
Quadrant is a gaming and lifestyle brand founded by Lando Norris in 2020. As both owner and ambassador, Norris uses Quadrant to build a large community around gaming, esports, and content creation. The brand has over 800,000 YouTube subscribers, and their success adds to Norris’s income and influence, showcasing his entrepreneurial spirit and ability to connect with younger fans.
7. Richard Mille
Richard Mille, a luxury Swiss watchmaker. The brand has partnered with Lando Norris since his F1 debut in 2019. Norris is often seen wearing their watches at events and races.
8. Pioneered Athlete Performance (PAP)
Pioneered Athlete Performance (PAP) is a strength and conditioning organization that provides Lando Norris with specialized training programs and equipment. PAP’s partnership ensures Norris remains physically and mentally prepared for the demands of F1 racing.
This is one of the business ventures of Norris that includes access to elite training facilities and personalized fitness regimens.
9. Ralph Lauren Fragrances
The fragrance brand has signed Lando Norris in 2024 as their brand ambassador. Under the sponsorship deal, Norris will be the new public face for the brand to promote the Polo Red perfume collection for the brand and will appear in several marketing and ad campaigns for Ralph Lauren Fragrances.
10. Playstation
For the official F1 2024 game, Sony's PlayStation has named Lando Norris as its brand ambassador.
11. LN4
The LN4 is one of the secondary business ventures owned by Lando Norris. It is an online store where he sells his apparel and accessories. The store has been available both online and offline, where fans and other buyers can buy hoodies, track pants, T-shirts, and accessories.
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