Latest News

Veloce Racing continues quest to identify best female talent in motorsport with signing of Hedda Hosås for Extreme E rookie test

Published

5 years ago

October 1, 2021

Reading Time: 2 minutes

Pioneering London-based squad reinforces commitment to gender equality with test outing for Norwegian protégé
Veloce Racing has added yet another rising female star to its roster in the form of Norweigian rallycross racer Hedda Hosås, as the London-based squad continues to position itself as a champion of gender equality. The pioneering motorsport organisation, which has been at the forefront of innovation in the industry since the team’s inception in 2019, has signed up the highly-rated youngster ahead of Extreme E’s rookie test (Tuesday, 26 October) in Sardinia, Italy.

The acquisition of Hosås reaffirms Veloce’s knack for identifying promising female drivers, which has proved fruitful in the past, while it also reinforces a stance on gender equality that has held true throughout the outfit’s endeavours both on and off the circuit for over two years.

Off the track, Veloce has hosted numerous events throughout 2021 such as Epsom College and Gravity Karting, Wandsworth appearances with the FIA Girls On Track initiative as well as ‘The Ultimate Female Racer’ challenge with sister organisation Veloce Esports, highlighting itself as a staunch advocate for women in motorsport.

On the track, meanwhile, Hosås is following in the footsteps of W Series Champion Jamie Chadwick, Brazilian sensation Bruna Tomaselli and the most recent female driver to get behind the wheel of Veloce machinery – Emma Gilmour – who impressed on her debut at the Arctic X Prix.

Having identified Chadwick as a future superstar while under a previous commercial management guise – Veloce Sports – the SW6 squad has a history of spotting, developing and promoting the best female talent in motorsport so Hosås is in good company.

The newly-signed Norwegian sensation’s early career comprised largely of motocross competition before making the transition to rallycross. More recently, she has been competing in the Norwegian Rallycross Championship and made a guest appearance in the Danish championship in September.

Hosås will be joined at the rookie test by Veloce Racing’s male Reserve and Development Driver Lance Woolridge who will relish the opportunity to test the ODYSSEY 21 on an official X Prix course for the first time.

Hedda Hosås, Rookie Driver, Veloce Racing added: “I’m really excited to be getting involved in Extreme E. It’s going to be an entirely new experience as I have been driving in rallycross so far. The car is much bigger in terms of size so that will take some getting used to, but I think it’s really cool that it is electric – that is the future! I can’t wait and feel very lucky that I’ve been given this opportunity.

“I’m looking forward to seeing how the series works. Of course, it’s going to be interesting to see the area and understand the environmental impacts as well as try out the electric power train. Overall, I think It’s going to be a great experience!”

Rupert Svendsen-Cook, Team Principal, Veloce Racing added: “Veloce is proudly committed to developing and promoting the very best female talent in motorsport, with the addition of Hedda being testament to that, alongside what we have achieved with Jamie Chadwick in both the W Series and Extreme E.

“The challenges of Extreme E are particularly unique, with very limited mileage a key factor in some teams choosing to sign more experienced ‘mature’ talent. As a future-facing company here at Veloce, we believe the strategy to invest in younger and upcoming talent to be the right one. We are excited to offer Hedda this opportunity and to work towards success on the global motorsport stage together.”

Alona Shevtsova

Sends CEO Alona Shevtsova moderates Global Gaming Expansion panel in Riyadh

Published

34 minutes ago

June 25, 2026

Wladimir P.

sends-ceo-alona-shevtsova-moderates-global-gaming-expansion-panel-in-riyadh

Alona Shevtsova, CEO of Sends, will moderate a panel at The Blockchain show on 29^th June, bringing together experts from entertainment, location-based gaming, and content localisation to examine what it takes to build sustainable gaming ecosystems across emerging markets.

The panel, titled “Global Gaming Expansion: Lessons from Untapped Markets,” will structure its discussion across four themes: the growth dynamics reshaping emerging gaming markets; the role of localisation in creating experiences that genuinely connect with new audiences; the infrastructure and communities needed to build gaming ecosystems beyond the game itself; and the lessons and opportunities that will define successful expansion in the years ahead.

Alona Shevtsova plans to frame the discussion around the central challenge for companies looking to expand globally: entering a new market requires far more than bringing an existing product to a new audience. Understanding local cultures, building communities, adapting experiences, and creating ecosystems that allow gaming to grow sustainably are all as important as the product itself.

Alona Shevtsova, CEO of Sends, said:

“The future growth of gaming will come not only from new technologies, but from understanding people — their cultures, communities, and the experiences they want to be part of. Successful expansion will belong to those who can combine global ambition with local understanding.”

The first segment will examine why regions including the Middle East, Africa, and South Asia are becoming increasingly significant for developers, operators, and investors — driven by young audiences, accelerating digital adoption, and new entertainment models creating substantial growth potential. Panellists will explore how consumer preferences differ across markets and what trends among younger audiences are shaping the future of gaming and entertainment.

The third segment will broaden the lens beyond the game itself, exploring the role of location-based entertainment, gaming centres, esports, and experiential destinations in attracting new audiences and building long-term communities. Panellists plan to address how entertainment ecosystems — spanning physical venues, events, and community infrastructure — accelerate gaming adoption in markets where the category is still establishing itself.

Earlier this month, Alona Shevtsova was shortlisted for the 2026 Great British Entrepreneur Awards in the Established Business of the Year category. Her team is also preparing for the Fintech Connect conference in London later this year. Sends will be a leading sponsor of this event.

*Sends is a trade name of SMARTFLOW PAYMENTS LIMITED, registered in England and Wales (Company No.11070048). For more information, visit sends.co .

The post Sends CEO Alona Shevtsova moderates Global Gaming Expansion panel in Riyadh appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.