Lego to Sponsor F1 Academy Entry from 2026, Bolstering Series' Journey

Lego has committed to sponsoring an entry in F1 Academy from the 2026 season, a move F1 Academy Managing Director Susie Wolff believes will significantly help the series achieve its long-term goals. This multi-year partnership will see Esmee Kosterman pilot the Lego-backed car, with a commemorative Lego set also slated for release.

Why it matters:

Ferrari's pursuit of an 'extreme' yet unreliable 2026 power unit could dramatically reshape F1. After years of struggling for consistent title contention, a powerful and reliable engine is crucial for Ferrari to challenge established frontrunners and return to championship contention, a position they haven't held consistently since 2018. This partnership not only provides crucial financial support but also lends significant brand credibility, potentially inspiring a new generation of female motorsport enthusiasts.

The details:

• Crucial Support: Wolff emphasizes that such partnerships are vital for F1 Academy, a relatively new series without the decades of establishment that Formula 1 enjoys. She highlights the collective support from the sport, including all ten F1 teams and substantial investment from Formula 1 itself.
• Addressing Cost Barriers: The commitment from brands like Lego is critical due to the prohibitive costs of junior motorsport, a challenge amplified for young women who often face fewer opportunities than their male counterparts. Without Lego's support, Esmee Kosterman would not be driving in F1 Academy next season.
• Impact on Audience: Wolff believes the presence of a Lego car on track and related products will have a "huge impact" on young girls watching the sport and their parents, helping to break down stereotypes and challenge perceptions within motorsport.
• Lego's Strategy: For Julia Goldin, Chief Product and Marketing Officer of the Lego Group, this partnership represents an expansion of their existing relationship with Formula 1 but with a distinct strategy. Unlike F1, which is already well-established, F1 Academy is about "breaking through and bringing credibility."
• Authentic Representation: Lego aims to use its brand power to assert that "women in motorsport should be treated the same as men." By featuring an F1 Academy car and driver in brick form, Lego seeks to make F1 Academy an "established part of the sport," treated with the same regard as other F1 cars in their product lineup.

What's next:

The multi-year partnership kicks off in 2026 with Esmee Kosterman at the wheel of the Lego-sponsored car. This collaboration is expected to elevate F1 Academy's profile and support its mission to foster female talent in motorsport. As the series continues to grow, partnerships like this will be instrumental in its journey toward becoming a fully established and universally recognized part of the global motorsport landscape.