LEGO is set to enter the world of motorsport in a unique way, as they announced a partnership with F1 Academy at the Las Vegas Grand Prix. The LEGO Racing team, featuring Dutch racer Esmee Kosterman, will compete in the all-female series with substantial support from Formula 1 and its teams, including the newly formed Cadillac team.
Julia Goldin, LEGO’s chief product and marketing officer, emphasized that their primary goal is not just about winning races, but rather to raise awareness, inspire belief, and generate excitement. This aligns with the broader objective of supporting the overall success of the F1 Academy.
The collaboration between LEGO and F1 Academy aims to attract more young girls and women to motorsport. LEGO is not merely a sponsor but is also introducing buildable versions of their F1 Academy car as part of their Speed Champions range, hoping to engage a new generation of fans.
By integrating small buildable cars with real racing experiences, LEGO and F1 Academy aim to inspire young girls to pursue careers in motorsport. The initiative seeks to break gender stereotypes and provide equal opportunities for girls interested in racing.
The LEGO Racing car will bear the number 32, symbolizing the company’s founding year. Despite the focus on raising awareness rather than winning, Esmee Kosterman aims to achieve podium finishes with the LEGO racing car, showcasing her determination and ambition.
The partnership between LEGO and F1 Academy signifies a significant step towards promoting diversity and inclusion in motorsport, encouraging girls to pursue their passion for racing.
