LEGO is taking a unique approach in the world of racing by launching its own motorsport team in collaboration with F1 Academy. The announcement was made at the Las Vegas Grand Prix, where LEGO Racing revealed its participation in the upcoming all-female series. Backed by Formula 1 and its teams, including the new entrant Cadillac, the team will be led by Dutch driver Esmee Kosterman.
Julia Goldin, LEGO’s chief product and marketing officer, emphasized that their primary goal is not just winning races but raising awareness, building belief, and fostering excitement within the motorsport community. While success on the track is important, the focus is on supporting the overall mission of the F1 Academy.
The partnership between LEGO and F1 Academy aims to attract more young girls and women to motorsport. LEGO is not only sponsoring the team but also introducing buildable versions of the F1 Academy car to engage fans of all ages. This initiative is part of a broader effort to inspire a new generation of female motorsport enthusiasts.
By integrating toy cars with real racing experiences, LEGO and F1 Academy hope to break gender stereotypes and encourage more girls to pursue their passion for racing. The team’s car will bear the number 32, symbolizing LEGO’s founding year, and will compete with the aim of reaching the podium. Despite the pressure, Kosterman is determined to excel in the upcoming races and showcase the capabilities of the LEGO Racing team.
In a bid to enhance viewer experience, Sky has enhanced its Ultimate TV and Sky Sports bundle, now including popular streaming services like HBO Max, Netflix, Disney+, and more, along with comprehensive coverage of Formula 1 and other sports events. Sky’s extensive coverage ensures fans can enjoy every moment of the racing action throughout the season.