The bright Lego colors will be taking the F1 Academy grid by storm in 2026. For the first time, Lego Group will be sponsoring a racecar as part of a multiyear deal.
The No. 32 car, driven by Esmee Kosterman, will debut in the 2026 as the famed brick maker takes a unique step in racing.
“We thought the best way we could provide access and accessibility – doing it in a very authentic way – would be to have a racing team and a driver,” Julia Goldin, chief product and marketing officer of the Lego Group, said. “We have a shared vision with F1 Academy, which is to provide more credibility and visibility of opportunities to girls in racing. We can bring more excitement and interest amongst women and girls in particular, to help girls realize their potential.”
In addition to the physical livery, Lego Group also announced the creation of a Lego Speed Champions F1 Academy set, which will be a replica of the No. 32 car.
“For the Lego Group, our birthday is 1932 and 32 is a very special number for us,” Goldin explained. “It’s not just a number that’s historic, but a number we very much pride ourselves on because it’s at the core of the Lego brand.”
F1 Academy provides identical cars for each driver, with the series designed for drivers to only compete in a maximum of two seasons, though some will be granted an exemption to race in a third. The cars are either fielded by the 10 Formula 1 teams, or by a partner like Lego Group.
“[Esmee] has a lot of potential,” Goldin said. “What we love about her – besides her driving accolades – is she very much shares the same values as we do.”
Susie Wolff, F1 Academy’s managing director, Goldin and Lego designers Beatrice
Amoretti and Maria Jędryszek debuted the new car on Wednesday evening in Las Vegas ahead of the Las Vegas Grand Prix.
Lego Group conducted a study in which 75% of girls surveyed said that racing
sounds exciting, with 52% could see themselves as an F1 Academy or racecar
driver one day.
“We are very big in motor sports, so from that perspective, nothing changes,” Goldin said. “We will continue to look at what our consumers are passionate about and ensure we can provide opportunities for them to engage in their passions in the best possible way. Our focus is on Lego bricks in terms of our portfolio, but also all of the things we can do outside of our portfolio.”
It was vital for Lego Group to reveal this new partnership ahead of the Las Vegas Grand Prix, as the firm celebrates its year-long existing relationship with Formula 1.
“It’s a perfect opportunity to bring more visibility and excitement to F1 Academy, which is at the heart of this partnership,” Goldin said.
Moving forward, Lego Group is committed to its partnership with Formula 1.
“There are a lot of things that we are planning to do that are exciting, starting here in Vegas,” Goldin said. “We are working with F1 and F1 Academy to figure out our key plans for next year. We have exciting stuff coming in terms of product portfolio and in terms of continuing with activations. We don’t want to just replicate what we’ve done in the past, so we’re planning some exciting stuff for next year.”