LEGO is set to enter the world of motorsport in a unique way, as they announced a new partnership with F1 Academy at the Las Vegas Grand Prix. The LEGO Racing team, led by Dutch racer Esmee Kosterman, will compete in an all-female series with support from Formula 1.
Julia Goldin, LEGO’s chief product and marketing officer, emphasized that their goal is not just about winning races but also about raising awareness and building excitement for the sport. The focus is on supporting the overall success of F1 Academy rather than solely aiming for victories on the track.
F1 Academy, still in its early stages, sees LEGO’s significant sponsorship as a boost to its growth and credibility. The collaboration aims to attract more young girls to motorsport by releasing buildable versions of the F1 Academy car for fans to enjoy at home.
The partnership between LEGO and F1 Academy aligns with their shared goal of encouraging more girls and women to engage in motorsport. By combining toy car building with real racing experiences, they hope to inspire a new generation of female racing enthusiasts.
Esmee Kosterman, the driver for LEGO Racing, is excited about the opportunity and aims to put the LEGO car on the podium despite the pressure to perform. The team will race with car number 32, reflecting LEGO’s founding year.
In conclusion, the integration of LEGO into the motorsport world signifies a step towards inclusivity and diversity, aiming to break gender stereotypes and make racing more accessible to all.