LEGO is set to venture into the world of motorsport by launching LEGO Racing in collaboration with the F1 Academy. The team will participate in the all-female series, receiving substantial backing from Formula 1 and its 11 teams. Esmee Kosterman, a Dutch racer, will be steering the LEGO Racing car in this new endeavor.
LEGO’s chief product and marketing officer, Julia Goldin, emphasized that the primary objective is not just about winning races but to raise awareness, build excitement, and instill belief in the sport. The focus is on supporting the overall success of the F1 Academy rather than solely aiming for victories on the track.
The partnership with LEGO marks a significant milestone for F1 Academy, as it helps in boosting the championship’s credibility and exposure. By introducing LEGO’s buildable versions of the F1 Academy car, the initiative aims to engage young girls and women in motorsport, expanding the sport’s appeal to a broader audience.
The collaboration between LEGO and F1 Academy serves a dual purpose of promoting motorsport among young girls while enhancing the overall fan experience. With the LEGO Racing car sporting the number 32 in tribute to LEGO’s founding year, Kosterman is enthusiastic about the opportunities this sponsorship provides for her racing career.
While Goldin underscores the broader goals of the partnership, Kosterman remains focused on achieving podium finishes with the LEGO Racing car. The young racer is determined to excel on the track and embrace the challenges that come with competitive racing.
In other news, Sky has enhanced its Ultimate TV and Sky Sports bundle to include a wide range of streaming services alongside comprehensive coverage of Formula 1 and other sports events. Viewers can now enjoy an extensive selection of channels and exclusive sports content, including the Premier League, EFL, darts, and golf, all available on Sky’s platform.