LEGO is set to venture into motorsports with a unique approach, as witnessed by Mirror Sport at the Las Vegas Grand Prix. The renowned brand, known for its iconic plastic bricks, has solidified a new collaboration with F1 Academy and is gearing up to launch its very own racing team named LEGO Racing in the upcoming all-female series.
Esmee Kosterman, a talented Dutch racer, will drive for LEGO Racing, supported by Formula 1 and its 11 teams, including the new entrant Cadillac. While the desire to excel is paramount for all involved, LEGO’s Chief Product and Marketing Officer, Julia Goldin, emphasized that their primary aim is not solely centered on winning races or clinching championships.
Goldin highlighted that the core focus is on raising awareness, instilling belief, and fostering excitement. The ultimate key performance indicators (KPIs) revolve around building a strong foundation for the overall success of the F1 Academy, rather than individual accolades or victories.
F1 Academy, described by Goldin as a developing entity, is gaining prominence within the motorsport realm. Susie Wolff, the CEO of F1 Academy, expressed enthusiasm about LEGO’s extensive support, citing it as a significant boost that enhances credibility, exposure, and shifts perceptions within the industry.
In a bid to engage more young girls and women in motorsports, both LEGO and the racing community are aligning efforts. LEGO’s initiative extends beyond branding, with plans to introduce buildable versions of F1 Academy cars in their Speed Champions lineup, offering a tangible link between miniature models and real racing experiences.
The synergy between miniature car builds and live racing events aims to inspire a new generation of female enthusiasts towards motorsports. Wolff emphasized the importance of creating a welcoming environment for girls in the sport, leveraging LEGO products to showcase inclusivity and break gender stereotypes traditionally associated with racing.
Kosterman, set to drive the LEGO Racing car bearing the number 32, symbolizing LEGO’s founding year, views this opportunity as a pivotal moment in her career, made possible through LEGO’s financial backing. Despite the emphasis on broader goals by LEGO, Kosterman remains focused on achieving podium finishes with the LEGO Racing team, embracing the challenge with enthusiasm.
Moreover, Sky’s Ultimate TV and Sky Sports bundle now includes an array of streaming services and comprehensive coverage of Formula 1, offering fans an immersive viewing experience across various sports disciplines.