F1 Arcade, the world’s first official Formula 1 racing experience venue, has announced that it has signed a Master Franchise Agreement with Top Racing Iberia. The agreement marks a significant milestone in F1 Arcade’s international expansion, with the debut venue set to open in Madrid, Spain, in 2027.

The announcement follows a period of rapid growth for the UK-born brand, which first opened in London in late 2022 and now operates a second UK site in Birmingham, and three sites in the USA, with more in development.

Both F1 Arcade and Top Racing Iberia believe in the fundamental strength of the F1 Arcade brand and offering, one synonymous with excellent customer service, thrilling entertainment, and exceptional hospitality. The scope for further UK and international growth continues to strengthen as the sport continues to expand its audience around the world.

F1 Arcade’s choice of partner is backed by a wealth of experience. Top Racing Iberia brings deep expertise in building franchise operations globally. Its CEO, Pablo Juantegui, is a seasoned executive best known for leading 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.