LEGO is set to launch its own motorsport team in collaboration with F1 Academy, marking a unique approach in the racing world. The team, named LEGO Racing, will debut in the upcoming all-female series with backing from Formula 1 and its teams, including newcomer Cadillac, led by Dutch racer Esmee Kosterman.
While the primary focus of most racing teams is winning championships, LEGO’s Chief Product and Marketing Officer, Julia Goldin, emphasized that their goal is to raise awareness, build excitement, and foster belief rather than solely chasing victories. The partnership aims to support the overall success of F1 Academy, which is still a relatively young championship according to Goldin.
The involvement of LEGO as a major sponsor is seen as a significant milestone for F1 Academy, boosting its credibility and exposure. The collaboration between LEGO and motorsport extends beyond sponsorship, with LEGO introducing buildable versions of its F1 Academy car in its Speed Champions range, aiming to engage young girls and women in motorsport.
The integration of miniature LEGO cars for enthusiasts to build at home alongside the real racing experience on F1 tracks is expected to attract a new generation of female motorsport fans. The initiative aligns with the vision of promoting inclusivity in the sport and inspiring young girls to pursue their passion for racing.
Esmee Kosterman, the driver for LEGO Racing, sees this opportunity as a significant step in her career, thanks to the support from LEGO. While LEGO emphasizes broader goals beyond winning races, Kosterman remains focused on achieving success on the track and aims to secure podium finishes with the LEGO racing car.
The car will bear the number 32, symbolizing LEGO’s founding year in 1932. Kosterman’s determination to excel in the series reflects her competitive spirit and readiness to embrace the pressure of high-stakes racing. The collaboration between LEGO and F1 Academy signifies a strategic move to empower young girls and redefine traditional perceptions of motorsport.