Formula 1 teams up with Lego to assemble a younger fanbase for the thriving motorsport [Fortune]
Liberty Media Corporation - Series A Liberty Braves (BATRA)
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Source: Fortune
Now, the two brands are joining hands to mint a new generation of fans—from toddlers to adults—who love their bricks as much as they do race cars. Related Video Lego and F1 announced a partnership in September to open up avenues for young families and new fans to engage with the sport through the widely loved toy maker. That will entail a whole new range of F1-themed Lego sets, unveiled last week at the 2024 Las Vegas Grand Prix. The sets span Lego's entire portfolio, from simple sets for young kids to more complex builds of F1 pitstops, team-specific cars, and collectibles. One example is the Lego Speed Champions range, which drills down to the details of each of the 10 teams' cars in the 2024 racing season. The Danish company will also be present at each of the Grands Prix scattered around the world through fan pop-ups, allowing people to participate in motorsport beyond being spectators. “In the last four years, it's become pretty evident that F1 has become … not just a
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