LEGO is set to enter the motorsport scene with its very own racing team, breaking the norm of traditional racing expectations. The announcement was made at the Las Vegas Grand Prix, where LEGO confirmed its partnership with F1 Academy and unveiled plans to fund a new motorsport outfit.

The LEGO Racing team will debut next year in an all-female series supported by Formula 1 and its 11 teams, including newcomer Cadillac, with Esmee Kosterman as the driver. While Kosterman aims for success on the track, LEGO’s chief product and marketing officer, Julia Goldin, emphasized that their main focus is on raising awareness and building excitement rather than just winning championships.

The partnership with F1 Academy, a relatively young championship, is seen as a significant move to boost its profile and credibility. LEGO’s involvement goes beyond sponsorship, as they will release buildable versions of their F1 Academy car as part of their Speed Champions range, aiming to engage young girls and women in motorsport.

The collaboration aims to inspire young girls to pursue racing and challenge gender stereotypes in the sport. Kosterman, despite the pressure, is determined to see the LEGO racing car on the podium, driven by her passion for racing and the support from LEGO.

In addition to their motorsport venture, LEGO has extended its reach by partnering with Sky to enhance its Ultimate TV and Sky Sports bundle, offering access to HBO Max, Netflix, Disney+, discovery+, and Hayu, along with comprehensive coverage of Formula 1 and other sports events.