LEGO Group and Formula 1® To Go Full Throttle On New Brand Partnership
The LEGO Group and Formula 1® announce new multi-year strategic partnership, connecting young fans and families closer to Formula 1 experiences and the sport, launching with the 2025 F1 season.
The partnership will bring together the worlds of LEGO® building and F1 fandom to make the sport more accessible to families around the world, promoting innovation, technology and engineering, as well as stronger inclusion & representation.
In addition, the new partnership will include a diverse product portfolio for fans and builders of all ages, featuring all ten Formula 1 teams currently on the grid.
Billund, Denmark, 18 September 2024: Today the LEGO Group and Formula 1 announced a new, multi-year partnership to connect more fans of LEGO® building with the world of Formula 1, bringing together two passionate global fanbases.
The partnership will launch in 2025, with fan zone activations at Grands Prix and a host of engaging content across the LEGO Group’s digital platforms for fans and families to enjoy, as data shows that in recent years, F1 has seen a huge surge in growth with younger fans – with more than four million children aged 8-12 now actively following the sport across the EU and US, while 40% of followers on Instagram are now under 25 years old.
A diverse portfolio of new LEGO products will see the Formula 1 teams recreated in LEGO brick form for F1 fans and LEGO builders. This will include products from LEGO® DUPLO® for pre-school children, and sets for kids of all ages, as well as teenagers and adult builders.
Activities to come in 2025 will include a focus on bringing fans closer to the worlds of innovation, technology and engineering through the fun of LEGO building, with interactive fan zone activities throughout the season for fans to experience, and products that celebrate the sport’s engineering and technical heritage.
Fans will get to dive deeper into the thrill of top speed racing, brick by brick, as they recreate exciting moments and icons from the race track, pit lane and garages in LEGO brick form: offering an opportunity to step into the driver's seat and experience the complexities of elite motorsport in a whole new way.
