Source:REUTERS/SATISH KUMAR
[Saba Sports News] The well-known toy brand LEGO recently announced that it will become the official sponsor of the F1 Academy. Starting from the 2026 season, LEGO will form a team under the name ‘LEGO Racing,’ becoming the first official team sponsor represented by a toy brand. Dutch driver Esmee Kosterman will serve as the lead driver, and they will also launch the first F1 Academy-themed LEGO set, focusing on promoting gender inclusivity in motorsport through creative play and real track exposure.For LEGO, this collaboration represents multiple breakthroughs in brand development. By utilizing the F1 Academy’s event scenes, LEGO successfully extends its brand identity from building block products to real race tracks, promoting its motorsport-related sub-brands while accurately reaching previously underserved female and adult collectors, enriching the brand’s user structure.More importantly, by supporting female drivers and advocating for gender equality narratives, LEGO enhances its brand warmth, aligning with current consumer expectations regarding corporate social responsibility. This marks an upgrade from being merely a toy brand to one that also embodies social value.