LEGO, known for its iconic plastic bricks, is set to venture into the world of motorsport in a unique way. The brand recently announced a new partnership with F1 Academy and revealed plans to launch its own motorsport team, LEGO Racing. The team will debut in the upcoming all-female racing series, supported by Formula 1 and its teams, including newcomer Cadillac, with talented Dutch driver Esmee Kosterman at the helm.
Julia Goldin, LEGO’s chief product and marketing officer, emphasized that the primary goal for LEGO Racing is not just about winning races or championships but rather about raising awareness, building belief, and creating excitement. The focus is on supporting the overall success of F1 Academy, rather than solely aiming for on-track victories.
F1 Academy, though relatively young, is steadily gaining prominence in the motorsport world. Susie Wolff, the CEO of F1 Academy, expressed gratitude for LEGO’s substantial support, highlighting the credibility and exposure it brings to the championship. The collaboration aims to inspire other brands and change perceptions within the industry.
LEGO’s involvement in motorsport goes beyond mere sponsorship, as the company aims to attract more young girls and women to the sport. By introducing buildable versions of their F1 Academy car in their Speed Champions range, LEGO hopes to engage a new generation of female motorsport enthusiasts, both through play and real-life racing experiences.
Both Wolff and Goldin underscored the importance of showcasing motorsport as inclusive and accessible to all genders, particularly to young girls aspiring to pursue racing careers. The synergy between building toy cars at home and witnessing real racing events aims to foster interest and inspire future generations to engage in the sport.
Esmee Kosterman, the young driver leading LEGO Racing, sees this opportunity as a significant step in her career, made possible by LEGO’s backing. While Goldin downplays the emphasis on winning, Kosterman sets her sights on achieving podium finishes with the LEGO racing car, embracing the pressure that comes with competitive racing.
In a separate development, Sky has enhanced its Ultimate TV and Sky Sports bundle to include a range of premium streaming services, in addition to comprehensive coverage of Formula 1 and other sports events. Sky’s extensive broadcasting of sporting events, including Formula 1 races, ensures fans have access to a wide array of sports content throughout the season.