LEGO Racing Backs ESMEE KOSTERMAN in Major F1 Academy Partnership Deal

November 24, 2025

• LEGO is stepping into real motorsport by backing ESMEE KOSTERMAN in a LEGO Racing-branded car for the 2025 F1 Academy season. This marks the toy company’s first major investment in women’s racing after a year of successful F1 partnerships that included podium ceremonies and brand activations at Miami, Silverstone, and Las Vegas.
• The partnership addresses a critical funding gap in women’s motorsport, where sponsorship remains notoriously difficult to secure despite equal driving ability. With F1 Academy providing crucial development opportunities for female racers, LEGO’s commitment represents serious money and pulling power behind creating more pathways for women in a sport where only two women have ever started a Formula 1 Grand Prix since 1950.
• LEGO’s motorsport involvement has proven effective at bringing new audiences to both racing and brick-building, particularly appealing to female fans. The F1 Academy winners in Las Vegas received LEGO victory wreaths, while current champion DORIANE PIN represents the kind of talent the series aims to elevate to higher racing categories through sustained support and exposure.

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