Lego's F1 Academy Sponsorship to Bring 'Different Dimension' from 2026

Lego is set to become a key sponsor of the F1 Academy from the 2026 season, a move that F1 Academy MD Susie Wolff believes will have a "huge impact" on inspiring young girls and establishing the series. This multi-year partnership will see Esmee Kosterman drive a Lego-backed car and includes plans for a commemorative Lego set, reinforcing the brand's commitment to supporting women in motorsport.

Why it matters:

After years of struggling for proper representation and opportunities, the F1 Academy is gaining significant traction. Lego's sponsorship is not just financial; it's a strategic endorsement from a global brand that aims to normalize women's involvement in motorsport, making it an "acceptable part of motorsport" that "doesn't require a lot of explanation." This partnership will empower aspiring female drivers like Kosterman and inspire a new generation of fans by showcasing women in racing on a prominent platform.

The details:

• Multi-year Partnership: Lego will sponsor an F1 Academy entry from the 2026 season, featuring driver Esmee Kosterman.
• Commemorative Lego Set: A special Lego set is planned to mark the partnership, further embedding F1 Academy into popular culture.
• Building the F1 Academy: Susie Wolff emphasized that brands like Lego are crucial for establishing the F1 Academy, which, unlike Formula 1, is still in its early stages.
  • Wolff noted the collective support from all ten F1 teams and significant investment from Formula One itself.
• Addressing Barriers: The sponsorship directly addresses the high costs and limited opportunities often faced by young women in junior motorsport.
  • Without Lego's backing, Kosterman would not be driving in F1 Academy next season, highlighting the immediate impact of such partnerships.
• Authenticity and Impact: Wolff believes the partnership is authentic because both organizations are challenging stereotypes and breaking down perceptions together.
  • She stated that having a Lego car on track and a product will have a "huge impact" on young girls and parents watching the sport.
• Strategic Focus for Lego: Julia Goldin, Chief Product and Marketing Officer at Lego, explained that this partnership differs from their existing F1 collaborations.
  • While F1 already has global fame, F1 Academy offers a chance to build credibility and make women in motorsport "an authentic, acceptable part of motorsport."
• Expanding Offerings: Lego aims to broaden its product range beyond existing F1 team sets by including F1 Academy cars, asserting that it "should be treated the same" as other parts of the sport.

What's next:

The Lego-sponsored F1 Academy car, driven by Esmee Kosterman, is set to debut in 2026. This partnership signals a significant step towards F1 Academy achieving its goal of becoming a fully established and respected part of the global motorsport landscape. The long-term success will be measured not just by the visibility of the Lego car, but by the tangible increase in opportunities and representation for women in motorsport that this collaboration helps foster.