The micro-cap media platform's shares have soared. Its business will be helped by the brand of a Formula 1 champion

Shares of small media platform SEGG Media, owner of Sports.com, Concerts.com and Lottery.com, jumped 9% on February 13. It has agreed to buy 51% of Britain's Veloce Media Group, whose assets include the Quadrant clothing brand founded by Formula One racer Lando Norris and his partners. The deal will boost SEGG Media's revenue and "fundamentally change the landscape" for its investors, the company said.

Shares of Sports Entertainment Gaming Global Corporation (SEGG Media) jumped 9% to $1.2 on February 13. They added another 5% in extended trading on the same day.

Investors have reacted to the company's announcement that it plans to buy 51% of UK media network Veloce. It is valued at about $61m (£45m) for the deal. SEGG Media will pay for its stake in cash and stock - based on a valuation of $10 per paper. That's 8.3 times their value at the close of trading on Friday. The parties plan to complete the acquisition on February 17.

The purchase of Veloce will transform SEGG Media into a diversified global sports and media group, signifying a dramatic change for both the company and its shareholders, according to a press release.

Veloce has several brands in the sports and cybersports space, is involved in content creation for various games, including Call of Duty, and owns a digital media network dedicated to auto racing. It recently acquired Quadrant, a content creator and apparel manufacturer whose co-founders include reigning Formula One champion Lando Norris. It is this brand that will play a key role in SEGG Media's revenue growth, the statement said.

The Veloce ecosystem also includes cyber sports teams, notably Mercedes, McLaren and Ferrari. Among other partners, the company names the Revolut neobank, the VISA payment system, the LEGO toy brand and the technology giant Microsoft.

The American media platform expects its revenue to increase by more than $20 million a year as a result of the deal. At the end of the third quarter of 2025, this figure fell by 31.4% year-on-year to $137,700, while the operating loss grew by 29% to $4.7 million.

Such results led to the fall of SEGG Media quotations and forced analysts of Noble Capital Markets to lower the target for the company's securities by 23% - to $15.5. Nevertheless, it is almost 13 times higher than their value at the close of trades on February 13.