LEGO is sponsoring an F1 Academy team to get more girls into the sport. The brand is entering the 2026 season with 20-year-old Dutch driver Esmee Kosterman behind the wheel for her first full season driving. While LEGO has been an F1 sponsor and partnered for toy cars, launching a real car for the track is a huge step. The move comes after LEGO surveyed girls and found 87% want more opportunities in motorsport, while only 52% can picture themselves as race car drivers. Despite women making up 42% of F1’s global audience, many parents still see racing as “for boys,” and don’t build the interest early for girls. F1 Academy’s managing director calls LEGO and F1 Academy the “perfect power couple,” rebuilding the pipeline of female racing talent. Sponsoring female drivers is as much about changing how people see the brand as it is about getting more young women into the sport. (Inc.)
👀 Read more from YPulse: How Brands and Athletes are Meeting Gen Z Girls’ Growing Interest in Sports
