LEGO, known for its iconic plastic bricks, is breaking into the world of motorsport in a unique way. The brand has announced a new partnership with F1 Academy and will be launching its own racing team called LEGO Racing in the upcoming all-female series.
The team, led by Dutch racer Esmee Kosterman, will be supported by Formula 1 and its 11 teams, including the new team Cadillac. While the focus in racing is usually on winning, LEGO’s chief product and marketing officer, Julia Goldin, emphasized that their main goal is to raise awareness and build excitement rather than just aiming for victories.
The F1 Academy, still a young championship, is looking to expand its reach and credibility. Susie Wolff, the chief executive of F1 Academy, expressed her excitement at having LEGO on board as a major sponsor, highlighting the impact it will have on the championship.
LEGO’s involvement goes beyond sponsorship, as they are releasing buildable versions of the F1 Academy car as part of their Speed Champions range. This initiative aims to engage young girls and women in motorsport, aligning with the broader goal of increasing diversity in the sport.
Esmee Kosterman, set to drive the LEGO Racing car with the number 32, sees this opportunity as a significant step in her career made possible by LEGO’s support. While the pressure is on to perform, Kosterman is determined to put the LEGO racing car on the podium.
In a move to enhance its Ultimate TV and Sky Sports bundle, Sky now offers a comprehensive package that includes HBO Max, Netflix, Disney+, and more, along with exclusive coverage of Formula 1 and other sports events. Sky’s coverage includes every practice, qualifier, and race of the F1 season, as well as other popular sports leagues and events.
By incorporating LEGO into motorsport and providing a platform for young girls to engage with the sport, the collaboration aims to inspire a new generation of motorsport enthusiasts and challenge traditional gender stereotypes in racing.