# Brick Trophies, a Life-Size Pink Cadillac and a Team Sponsorship: Why Lego is Going All in on F1
Formula 1’s multi-year partnership with Lego, launched in 2025, has transformed race weekends with **brick-built trophies**, a **life-size pink Cadillac**, and a new **F1 Academy team sponsorship**, driving fan engagement and expanding both brands’ audiences.[1][2]
## A Brick-by-Brick Partnership Takes Shape
In 2025, Formula 1 and the Lego Group announced a groundbreaking multi-year licensing deal covering all ten F1 teams, releasing a portfolio of products from Duplo sets for preschoolers to advanced Technic builds for enthusiasts.[1][2] This collaboration goes beyond shelves, featuring interactive fan zones at Grands Prix and social content to immerse fans in F1’s high-speed world.[1]
Emily Prazer, Formula 1’s chief commercial officer, highlighted the synergy: “The Lego brick has ignited a spark of creativity and passion for building… fans will be able to recreate and reimagine the world of Formula One, brick by brick.”[1] With over four million children aged 8-12 following F1 in Europe and the US, and 40% of its Instagram followers under 25, the partnership targets the sport’s growing young demographic.[1]
Lego’s activations elevated races into playful spectacles. At the British Grand Prix at Silverstone, podium finishers like Kick Sauber driver Nico Hulkenberg received **Lego-built replica trophies**, blending celebration with creativity.[2][3] These brick trophies symbolized the partnership’s hands-on appeal, allowing fans to envision building their own racing memorabilia.[3]
## Vegas Spectacle: Pink Cadillac Steals the Show
The Formula 1 Las Vegas Grand Prix 2025 delivered one of the year’s most memorable moments. Post-race, top finishers—including winner Max Verstappen, Lando Norris (later disqualified), and George Russell—were chauffeured to media sessions in a **life-size pink Lego Cadillac**, a vibrant nod to the Cadillac F1 team joining in 2026.[2][3] Delivered by actor Terry Crews, the build turned the Strip Circuit into a Lego wonderland, capping a season of immersive experiences.[2]
This followed earlier highlights, like bespoke Lego big builds for all ten teams during the drivers’ parade at the Miami Grand Prix and fan zones worldwide.[3] Julia Goldin, Lego’s chief product and marketing officer, reflected: “At the Las Vegas Grand Prix we capped off a year of unforgettable moments… from our incredible LEGO brick-built Cadillac car to bringing new and engaging content.”[3]
These activations boosted sales and cross-brand fandom. Lego data shows increased F1 interest among its fans, while F1 gains from Lego’s creative reach.[2]
## Sponsoring the Future: F1 Academy Entry
As the 2025 season ended, Lego accelerated into 2026 with a **multi-year F1 Academy sponsorship**, backing an all-female racing series under F1’s umbrella.[2][4][5] The deal features a **Lego Racing livery** on a car driven by 20-year-old Dutch talent Esmee Kosterman, unveiled at Las Vegas on November 19, 2025.[4][5]
Susie Wolff, F1 Academy managing director, called Lego a “dream partner,” noting synergies in inspiring youth, especially girls.[2][4] “This collaboration isn’t just about building an F1 Academy Lego car, it’s about building belief in what’s possible,” Wolff said.[4]
Lego research supports the move: 75% of surveyed girls find racing exciting, with 52% envisioning themselves as F1 Academy drivers.[4] Goldin emphasized authenticity: “They’re partnering up to support a life-size car and the driver… underscoring the credibility of women in motorsports.”[2] A new Lego set merging the car’s livery with Kosterman’s design is available for pre-order.[4][5]
## Why Lego is All In: Strategy and Impact
Lego’s deep F1 commitment stems from mutual growth. The toy giant taps F1’s exploding youth fandom—spurred by Netflix’s *Drive to Survive*—while F1 leverages Lego’s global builder community for family-friendly engagement.[1][2] Products span ages, from simple Duplo circuits to intricate Technic cars mimicking real F1 tech.[2][6]
On-track presence, like functional life-size F1 cars at races and Canadian AutoShow displays, draws crowds.[2] Digital tie-ins, including United States Grand Prix activities, extend the fun.[7]
Financially, it’s a win: 2025 promotions drove Lego sales, and F1’s fan zones amplified attendance.[2] For Lego, F1 diversifies beyond traditional play, aligning with trends in experiential marketing. Goldin noted: “We’re tapping into this fandom and adding value… more Lego fans are now becoming fans of Formula 1.”[2]
Critics might see it as gimmicky, but results speak volumes. With Cadillac’s 2026 grid entry teased via the pink Cadillac, and F1 Academy’s push for diversity, Lego positions itself as F1’s creative engine.[2][3]
## Looking Ahead to 2026 and Beyond
As Lego Racing hits the F1 Academy grid, expect more innovations: advanced sets, global activations, and perhaps full-scale team liveries.[2][4] Prazer teased future plans: “We’ve been pushing boundaries… can’t wait for fans to see what else we have planned.”[3]
This partnership proves toys and turbo engines mix explosively, redefining fandom one brick at a time. F1’s glamour meets Lego’s imagination, creating heirlooms for the next generation of racers and builders.
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Original source: CNBC Business – Brick trophies, a life-size pink Cadillac and a team sponsorship: Why Lego is going all in on F1