LEGO is set to venture into the world of motorsport with the launch of LEGO Racing in collaboration with F1 Academy. The new all-female racing team will debut in the upcoming season, supported by Formula 1 and its teams, including the newly formed Cadillac team, with driver Esmee Kosterman at the helm.
Julia Goldin, LEGO’s chief product and marketing officer, emphasized that their primary goal is not just about winning races but rather to raise awareness, build belief, and create excitement within the motorsport community. The focus is on supporting the overall F1 Academy success rather than solely on individual victories.
F1 Academy, although still in its early stages, is gaining significance in the racing world. Susie Wolff, F1 Academy’s chief executive, highlighted the importance of LEGO’s substantial sponsorship in boosting the academy’s credibility and visibility, setting a positive example for other brands to follow suit.
LEGO’s partnership with motorsport aims to engage young girls and women in the sport. By incorporating buildable versions of F1 Academy cars into their product range, LEGO seeks to inspire a new generation of female motorsport enthusiasts. The combination of miniature car models and real racing events is expected to attract more girls to the world of motorsport.
Esmee Kosterman, the driver for LEGO Racing, is excited about the opportunity and acknowledges the pivotal role LEGO’s support plays in her career advancement. While LEGO emphasizes broader goals beyond winning races, Kosterman remains determined to achieve podium finishes with the LEGO racing car, displaying her comfort with high-pressure situations.
The introduction of LEGO into motorsport not only signifies a unique collaboration but also signals a shift towards inclusivity and diversity in the traditionally male-dominated sport. LEGO’s innovative approach to engaging young girls in motorsport through their products and sponsorships sets a positive precedent for the future of racing.