LEGO is taking a unique approach in the world of racing by venturing into motorsport with its own team. The Las Vegas Grand Prix saw LEGO announce its partnership with F1 Academy, gearing up for the debut of LEGO Racing in an all-female series next year. Dutch racer Esmee Kosterman will be driving for the team, backed by substantial support from Formula 1 and its teams, including newcomer Cadillac.
While the ultimate goal for many racing teams is victory, LEGO’s chief product and marketing officer, Julia Goldin, emphasized that the primary focus is not just on winning races. Goldin highlighted the importance of raising awareness, building excitement, and fostering belief in the sport as key objectives for the collaboration with F1 Academy.
F1 Academy, a relatively young championship according to Goldin, aims to grow its influence with the support of renowned sponsors like LEGO. Susie Wolff, the CEO of F1 Academy, expressed gratitude for LEGO’s significant backing, emphasizing the positive impact it will have on the championship’s visibility and reputation.
LEGO’s involvement in motorsport goes beyond sponsorship, with the company aiming to attract more young girls and women to the sport. By introducing buildable versions of its F1 Academy car in its Speed Champions range, LEGO seeks to engage a new generation of fans by combining the appeal of miniature models with real racing experiences.
The initiative is part of a broader effort to encourage young girls to pursue their passion for racing and showcase that motorsport is inclusive of all genders. The collaboration between LEGO and F1 Academy represents a step towards breaking gender stereotypes in the sport and inspiring future generations of female racers.
Kosterman, the driver for LEGO Racing, will carry the number 32 on her car, reflecting LEGO’s founding year in 1932. Despite Goldin’s emphasis on broader goals beyond winning, Kosterman is determined to perform well on the track and aims to secure podium finishes for the team.
With a focus on empowering young girls and promoting diversity in motorsport, LEGO’s foray into racing with F1 Academy signifies a significant step towards creating a more inclusive and inspiring environment for aspiring female racers.