LEGO is set to venture into the world of motorsport with a unique approach that shifts the focus from solely aiming for victory. The renowned brand, known for its iconic plastic bricks, announced a new collaboration with F1 Academy at the Las Vegas Grand Prix, signaling their entry into the racing scene with their own team.
The LEGO Racing team, scheduled to debut in the upcoming all-female series, will receive substantial backing from Formula 1 and its affiliated teams, including the newly established Cadillac team, with Dutch driver Esmee Kosterman taking the wheel. While Kosterman aspires for success on the track, LEGO’s chief product and marketing officer, Julia Goldin, emphasized a broader objective for the team.
Goldin highlighted that the primary goal is not just about winning races or securing championships, but rather about leveraging the platform to raise awareness and foster enthusiasm for the sport. This sentiment was echoed by Susie Wolff, the CEO of F1 Academy, who expressed delight in LEGO’s significant sponsorship and its potential to bolster the academy’s development.
The collaboration between LEGO and motorsport aims to address the common challenge of attracting more young girls and women to the sport. Beyond merely branding a car, LEGO will also introduce buildable replicas of the F1 Academy car as part of its Speed Champions range, aligning with the mission to engage a new generation of female motorsport enthusiasts.
The integration of miniature car builds with real-life racing events is expected to inspire young girls and redefine the perception of motorsport as inclusive and accessible to all genders. Kosterman, set to drive the LEGO Racing car with the number 32 in homage to LEGO’s founding year, acknowledges the pivotal role of LEGO’s support in propelling her career forward.
While LEGO stresses the broader impact of their involvement in motorsport, Kosterman remains determined to achieve podium finishes and uphold high expectations for the team. As she prepares for the upcoming challenges on the track, the young racer embraces the pressure and excitement that come with competing at the highest level.
In a separate development, Sky has enhanced its Ultimate TV and Sky Sports bundle by adding premium content from platforms like HBO Max, Netflix, Disney+, discovery+, and Hayu, alongside a comprehensive coverage of Formula 1 and other sports events. Sky subscribers can now enjoy exclusive access to live broadcasts of Formula 1 races, practice sessions, qualifiers, and a wide range of sporting events throughout the season.