sports
December 22, 2025
Brick trophies, a life-size pink Cadillac and a team sponsorship: Why Lego is going all in on F1
Lego and Formula 1 kicked off a multiyear partnership in 2025. Here's how that collaboration is providing value to the toy company and the racing organization.
TL;DR
- Lego's partnership with Formula 1, initiated in 2025, has led to licensed merchandise and in-person activations at races.
- The collaboration has boosted fan engagement and expanded customer demographics for both Lego and Formula 1.
- Lego reported record first-half revenue and operating profit, partly attributed to its Formula 1 sets.
- Formula 1 has seen record viewership in the U.S. on ESPN, with broadcasting rights moving to Apple TV in 2026.
- Lego has developed F1-themed products across various lines, including Duplo, traditional sets, and Lego Technic.
- Lego is sponsoring an F1 Academy car driven by Esmee Kosterman starting in 2026, aiming to promote female participation in motorsport.
- Both Lego and Formula 1 are experiencing growth in their female fan bases.
- The partnership is effectively cross-promoting both brands, with Lego fans becoming F1 fans and vice versa.
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