LEGO is set to venture into the world of motorsport in a unique way, as they confirmed their partnership with F1 Academy at the Las Vegas Grand Prix. The newly formed LEGO Racing team will debut next year in an all-female series supported by Formula 1 and its teams, including newcomer Cadillac, with Esmee Kosterman as the driver.
Julia Goldin, LEGO’s chief product and marketing officer, emphasized that the primary goal is not just about winning races but to raise awareness, build excitement, and foster belief in the sport. The pressure is on to contribute to the overall success of F1 Academy rather than solely focusing on individual victories.
F1 Academy, in its early stages according to Goldin, aims to expand its reach and credibility with LEGO’s significant sponsorship. The collaboration is not merely about branding but also about inspiring young girls and women to engage with motorsport through LEGO’s products and real racing experiences.
The integration of LEGO’s F1 Academy car models into their Speed Champions range, along with the on-track competition, is expected to introduce a new generation of female fans to the world of motorsport. The initiative aims to break gender stereotypes and encourage girls to pursue their passion for racing without limitations.
Esmee Kosterman, driving for LEGO Racing, looks forward to the challenge of putting the LEGO car on the podium, despite the pressure and uncertainties of racing. The team’s car will bear the number 32, symbolizing LEGO’s founding year, showcasing their rich history and commitment to innovation.
The partnership between LEGO and F1 Academy not only promotes motorsport but also signifies a step towards inclusivity and empowerment for young girls aspiring to enter the racing world.