LEGO is set to make a unique entry into the world of motorsport by launching its own racing team. The announcement was made at the Las Vegas Grand Prix where LEGO confirmed its partnership with F1 Academy and revealed plans to field a team in the upcoming all-female racing series.
The LEGO Racing team will debut next year with Dutch racer Esmee Kosterman at the helm, supported by Formula 1 and its teams, including newcomer Cadillac. While the goal for many racing teams is victory, LEGO’s chief product and marketing officer, Julia Goldin, emphasized a different objective. Goldin highlighted the focus on raising awareness, building belief, and generating excitement rather than solely aiming for championship wins.
The collaboration between LEGO and F1 Academy aims to promote women’s participation in motorsport, aligning with the championship’s mission to empower female racers. The sponsorship from LEGO not only provides financial support but also symbolizes a significant endorsement for F1 Academy’s growth and credibility.
In addition to sponsoring the team, LEGO is incorporating its brand into the racing experience by releasing buildable versions of the F1 Academy car. This initiative aims to engage young girls and women in motorsport, bridging the gap and inspiring a new generation of enthusiasts.
Both Susie Wolff, F1 Academy chief executive, and Julia Goldin emphasized the importance of encouraging young girls to pursue their passion for racing. By combining the excitement of building miniature cars at home with witnessing real races on the track, LEGO and motorsport hope to instill a sense of inclusivity and possibility for aspiring female racers.
Despite the focus on broader goals beyond winning races, driver Esmee Kosterman remains determined to achieve podium finishes with her LEGO racing car. The team’s car will bear the number 32, honoring LEGO’s founding year, and symbolizing a new chapter in Kosterman’s racing career enabled by LEGO’s support.
As the LEGO Racing team gears up for its debut season, the collaboration represents a significant step towards promoting diversity and inclusion in motorsport, inspiring young girls to pursue their dreams on and off the track.