Formula 1 and LEGO Build Global Partnership Starting in 2025

Two of the world’s most recognised brands, Formula 1 and LEGO, have announced a new global partnership, set to begin in 2025. This multi-year deal aims to combine Formula 1’s technological expertise with LEGO’s interactive, engaging approach to entertainment, blending motorsport with creativity.

The collaboration with LEGO follows their recent partnership with Nike, part of a broader strategy to engage younger, sport-focused demographics. These partnerships demonstrate a clear focus on expanding appeal across different consumer sectors, tapping into both the lifestyle and entertainment markets.

As part of the partnership, fans can expect in-person LEGO building activities at races, where fans can immerse themselves in exclusive LEGO builds. Formula 1 also plans to release exclusive LEGO sets, allowing fans to build replicas of their favourite Formula 1 cars and circuits, tapping into both brands’ shared values of innovation, precision, and creativity.

Formula 1 has seen significant growth in younger fan engagement in recent years. Data reveals that over four million children aged 8-12 now actively follow the sport across the EU and US, while 54% of its TikTok followers and 40% of its Instagram followers are under the age of 25. By partnering with LEGO, Formula 1 aims to strengthen its connection with this key demographic.

Formula 1 President and CEO Stefano Domenicali emphasised the significance of the partnership as part of their larger engagement strategy. “Both Formula 1 and the LEGO Group are built on creativity and performance. We’re excited to deliver new opportunities for our fans to engage with the sport in fun and interactive ways,” Domenicali stated.

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