Lego and Formula 1: Building a New Fan Base Brick by Brick
Summary
Lego’s partnership with Formula 1, launched in 2025, has successfully boosted engagement and expanded demographics for both brands. The collaboration includes detailed F1 car sets, in-person race activations, and a future sponsorship of a female driver in the F1 Academy starting 2026.
Key Points
- Successful Launch: The nearly year-old partnership has increased fan engagement, driven Lego sales, and broadened the audience for both Lego and F1. Lego CEO credited F1 sets as a key driver of record 2025 first-half revenue.
- Product & Experience Strategy: Lego created a range of F1 products from Duplo to Technic sets. At races, they featured life-size brick-built cars, a pink Lego Cadillac, and even brick trophies for podium winners.
- Cultural Alignment: Experts note F1’s growth as a “cultural juggernaut” attracting non-traditional fans, a trend Lego is strategically leveraging to reach new, diverse audiences.
- Promoting Inclusivity: A major next step is Lego’s 2026 sponsorship of a car and driver (20-year-old Esmee Kosterman) in the all-female F1 Academy, aligning with both brands’ missions to support women in motorsport.
- Mutual Fan Growth: Data shows the partnership is successfully cross-pollinating fans, with more F1 fans engaging with Lego and more Lego fans becoming followers of Formula 1.
乐高与F1：积木搭建新粉丝群
摘要
乐高与一级方程式赛车（F1）于2025年建立的合作伙伴关系已成功提升双方品牌的粉丝参与度并拓宽了用户群体。合作内容包括精细的F1赛车积木套装、线下赛事活动，以及从2026年开始对F1学院女车手的赞助。
关键点
- 成功启动：近一年的合作提升了粉丝参与度，拉动了乐高销售，并为乐高和F1双方拓宽了受众。乐高CEO将F1系列产品列为2025年上半年创纪录营收的关键推动力。
- 产品与体验策略：乐高推出了从得宝到机械组的多系列F1产品。在赛事现场，他们展示了真车大小的积木模型、粉色乐高凯迪拉克，甚至为领奖台获胜者提供了积木奖杯。
- 文化契合：专家指出，F1已成长为吸引非传统车迷的“文化巨擘”，乐高正战略性地利用这一趋势触达新的多元化受众。
- 推动包容性：下一步的重要举措是，乐高将从2026年起赞助F1学院（全女性赛事）的一名车手（20岁的荷兰车手埃斯米·科斯特曼）及其赛车，这与双方支持女性参与赛车运动的使命相一致。
- 粉丝互促增长：数据显示，该合作成功实现了粉丝交叉增长：更多F1车迷开始关注乐高，同时更多乐高粉丝也开始追随F1赛事。
Original Article Link: https://www.cnbc.com/2025/12/22/lego-formula-1-partnership-fan-base.html