Formula 1 Utilizes Lego Partnership For International Growth
Lego Group capitalized on the 2024 Las Vegas Grand Prix with not only activations, but several major ... More announcements with Formula 1 and an advertising deal with The Sphere.
Formula 1 may be one of the most popular series of any sport across the globe, but the circuit has rarely gone as viral as it did when it announced a partnership with The LEGO Group.
An Instagram post on Formula 1's official page generated 1.87 million likes, as the series announced all 10 teams would be featured as Lego sets in 2025. The post was so viral that it was only out-performed by Max Verstappen's championship winning post in 2024.
Federico Begher, SVP Product Marketing and Development of the LEGO Group, explained that the partnership is vital for the brand.
'We want to be a brand that is always relevant and bringing value, and delighting our fans and being part of culture, and Formula One is a huge part of culture,' Begher said. 'We think this is one of the partnerships we're most excited about – bringing something that is contributing to culture, and therefore for our brand, with ways to really stand out.'
As Formula 1's 75th season kicked off, The LEGO Group debuted a plethora of new products. Among them are intricate LEGO Technic sets, which have over 1,300 pieces and perfect for adult fans looking for a new hobby. There is also the LEGO Speed Champions Formula 1 sets, which are simple to build for both children and adults alike. And exclusively for children, LEGO Duplo and LEGO City have Formula 1 models available, as well. There are even sets with mock pit stops, haulers and garages, enabling fans from all over the world to bring the Formula 1 experience into their homes.
This partnership is also unique in the sense that a brand is specifically working with all 10 Formula 1 teams. For most consumer partnerships, F1 teams have their own products and do not work with each other.
'It's such a privilege,' Begher said. 'We try to be very authentic in what each team and each part, each driver, each piece of the F1 world represents. Of course, there's complexity around it, but we haven't seen it as something that's been a big problem or showstopper. It's something we approach with a lot of energy and excitement, and as I said, a great relationship and partnership, not just with one organization, but with every team, as well.'
Formula 1's popularity skyrocketed in the United States with the Netflix series 'Drive to Survive' over the past several years, debuting in 2019. Television ratings have stabilized after increasing to over 1 million viewers per race in 2024. The Chinese Grand Prix – 2025 season opener – had 824,000 viewers on ESPN, according to Sports Business Journal.
The new Formula 1 movie, appropriately titled 'F1' and starring Brad Pitt will likely give the series a boost in America, as well. The movie is set to be released on June 27.
While this is not the first time The LEGO Group has partnered with Formula 1, this is certainly its broadest product offering around the international motor sports division. The Formula 1 partnership is rare for The LEGO Group, which believes this is one of the only partnerships that exist to support the youngest fans to the oldest.
Lego debuted fan zones at Formula 1 races in 2024, with an expansion set for 2025.
'I think that's quite unique for us,' Begher said. 'It's very driven by what happens in the races, and we are very engaged with that – being present and bringing value to the races.'
Last year, the LEGO Fan Zone debuted at Formula 1 races, creating an interactive portion to the partnership.
This year, there will be 13 races with LEGO Fan Zones, including Shanghai, Suzuka, Imola, Montreal, Silverstone, Spa, Monza, Austin, Mexico City, Las Vegas, Lusail and Abu Dhabi.
The LEGO Group sees this as a long-term partnership with Formula 1. The relationship, Begher said, is 'only growing.'
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