LEGO is set to venture into the world of motorsport in a unique way as they announced their partnership with F1 Academy at the Las Vegas Grand Prix. The renowned brand, known for its iconic plastic bricks, will be funding its own motorsport team, LEGO Racing, which will debut in the all-female series next year. Esmee Kosterman, a Dutch racer, will lead the team with the support of Formula 1 and its teams, including the new outfit Cadillac.
Unlike traditional racing teams focused solely on winning, LEGO’s Chief Product and Marketing Officer, Julia Goldin, emphasized that the primary goal is to raise awareness and build excitement rather than just aiming for victories. The collaboration aims to promote the F1 Academy and create opportunities for young girls in motorsport.
The F1 Academy, still in its early stages, sees the partnership with LEGO as a significant boost to its growth and credibility. By integrating LEGO products with the racing experience, both entities aim to attract more young girls and women to the world of motorsport, breaking traditional gender stereotypes.
The LEGO Racing car, adorned with the number 32 to commemorate the company’s founding year, represents a milestone in Kosterman’s career, made possible by LEGO’s financial support. Although the focus is on building awareness and inspiring young girls, Kosterman is determined to achieve success on the track and aims to place the LEGO Racing car on the podium.
In a bid to engage a broader audience, LEGO will release buildable versions of its F1 Academy car, offering fans a chance to experience the thrill of motorsport both at home and on the actual F1 tracks. The collaboration between LEGO and F1 Academy signifies a step towards inclusivity and empowerment for young girls aspiring to pursue a career in racing.
Additionally, Sky has enhanced its Ultimate TV and Sky Sports bundle to include popular streaming services like HBO Max, Netflix, Disney+, and more, along with comprehensive coverage of Formula 1 races. Sky’s extensive sports coverage encompasses various events, including the Premier League, EFL, darts, and golf, providing viewers with a diverse range of entertainment options.