LEGO, known for its iconic plastic bricks, is venturing into the world of motorsport with the creation of LEGO Racing. Recently announced at the Las Vegas Grand Prix, LEGO Racing will be part of an all-female series supported by Formula 1 and its teams, including the new team Cadillac led by Dutch racer Esmee Kosterman.
Julia Goldin, LEGO’s chief product and marketing officer, emphasized that the primary goal of LEGO Racing is not solely focused on winning races but rather on raising awareness, building belief, and generating excitement. The partnership aims to support the overall success of F1 Academy, as highlighted by Susie Wolff, the chief executive of F1 Academy.
F1 Academy, a relatively new championship, is gaining momentum with the addition of LEGO as a major sponsor. The collaboration aims to inspire other brands to support initiatives promoting diversity in motorsport, particularly in attracting young girls and women.
LEGO’s involvement extends beyond sponsorship, with plans to release buildable versions of the F1 Academy car to engage young audiences in motorsport. The combination of miniature car sets and real racing events is intended to introduce a new generation of girls to the world of motorsport.
Esmee Kosterman, set to drive the LEGO Racing car with the number 32, expressed gratitude for the opportunity facilitated by LEGO’s financial support. While the focus is on broader goals, Kosterman remains driven to achieve success on the track, aiming to see the LEGO Racing car on the podium.
The collaboration between LEGO and F1 Academy signifies a step towards inclusivity in motorsport, aiming to inspire young girls and change perceptions about the sport. LEGO’s innovative approach to engaging young audiences through tangible experiences and real-world connections is expected to open up new possibilities for aspiring racers.
Fans of Formula 1 can catch all the action live with Sky’s Essential TV and Sky Sports bundle, which also includes access to around 100 TV channels and subscriptions to Netflix and Discovery+.
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