Lego Group Seals Formula 1 Partnership 

In a bid to engage younger fans and families, the Lego Group has announced a multi-year partnership with Formula 1, the world’s biggest racing entity, from the upcoming 2025 season. 

Under the deal,  Lego—famed for its imaginative plastic construction toys and family friendly entertainment—encouraging inventiveness, STEM and inclusive communities, will develop immersive F1 themed fan activations at key races.

Alongside engagement efforts, Lego will create a gamut of lines for all ten F1 teams ranging from Duplo for preschoolers  to more sophisticated sets for older builders.  

As F1 becomes more popular among younger Gen- Zs and Alphas, Lego Group is keen to introduce interactive experiences that showcase the sport’s intriguing engineering marvels. Fans can also look forward to recreating iconic moments from the race track and garages in Lego brick form, fusing the thrills of elite motorsport with imaginative play.  

Julia Goldin, Chief Product & Marketing Officer at Lego affirmed that the partnership will enhance fans’ engagement to elite racing, while F1’s Chief Commercial Officer, Emily Prazer, focused on how the collaboration will fuel creativity and passion for F1. The full range of products and experiences is expected to be launched in time for the 2025 FIA Formula 1 World Championship

According to ASN data, the Lego Group had invested a mere US$359k in the Asian sponsorship market from Q319 to Q321, and the budget was spent in two markets; Taiwan (62.9%) and India (37.1%). As for the nature of the deals, it included a celebrity endorsement from Taiwanese actor Darren Wang in the US$210k range and branded content: TV collabs worth  between  US$25k and US$100k.