F1 Arcade, the world’s first official Formula 1 racing experience venue, has signed a Master Franchise Agreement with Top Racing Iberia.
This landmark deal marks a major step in F1 Arcade’s international expansion, with its first European venue scheduled to open in Madrid, Spain, in 2027.
The announcement comes after a period of rapid growth for the UK-founded brand, which launched its first venue in London in late 2022 and has since expanded to Birmingham and three locations in the United States, with additional sites currently in development.
Both F1 Arcade and Top Racing Iberia share a strong belief in the F1 Arcade brand, renowned for its outstanding customer service, thrilling entertainment, and exceptional hospitality. With Formula 1’s global audience continuing to grow, the potential for further expansion in the UK and internationally remains strong.
F1 Arcade’s partner selection is supported by extensive experience. Top Racing Iberia brings a proven track record in developing franchise operations on a global scale. Its CEO, Pablo Juantegui, is a seasoned executive renowned for leading Grupo Telepizza through international expansion, an IPO, and digital transformation, establishing it as the world’s largest master franchisee for Pizza Hut.
Under the new Master Franchise agreement, Top Racing Iberia will hold the master franchising rights for the entire Iberian Peninsula, with Madrid serving as the 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 locations in London, Birmingham, Boston, Washington D.C., and Philadelphia, with aggressive global expansion planned through 2027. Upcoming confirmed openings include Atlanta, Las Vegas, and Denver, with additional locations to be announced. This next phase—from the UK to worldwide growth—is supported by F1 Arcade’s $130 million funding round, led by Cheyne Capital and joined by Liberty Media Corporation, Permira Credit, and OakNorth, which closed in July 2024.
Since its launch in 2022, F1 Arcade has redefined competitive socialising with venues that blend striking design, immersive interiors, and an electric atmosphere that captures the excitement of Formula 1. Each location offers an exceptional food and beverage experience, featuring elevated dishes and cocktails crafted by LP O’Brien, winner of Netflix’s Drinks Masters and F1 Arcade’s Global Creative Director of Beverage. At the London St Paul’s venue, guests can enjoy the signature Grand Chelem Old Fashioned, made with black truffle–infused whiskey.
F1 Arcade also hosts high-energy events such as Grand Prix watch parties, offering the ultimate fan experience for both F1 enthusiasts and newcomers. All venues feature over 60 state-of-the-art full-motion racing simulators, with game modes designed for all ages and skill levels. From families and casual fans to die-hard enthusiasts and corporate groups, F1 Arcade caters to every audience. Central to the experience is the F1 Arcade Hub—a vibrant space where fans connect through shared passion, gameplay, and unforgettable social moments.