Building the Future of Women in Motorsport Brick by Brick

 While post-race talk focused on the shock disqualification of both McLarens from the Las Vegas Grand Prix, and its implications on the F1 drivers’ title chase, another series unboxed its latest champion as F1 Academy reached its thrilling finale. 

The all-female series, now in its third season, has fast become a focal point in its own right, rather than playing a support role to the main event. That is evidenced by the growing number of brands allying themselves to the series.    

Doriane Pin secured the 2025 title after a brilliant drive under pressure; a worthy champion and a fitting end to a season that has accelerated not only talent, but representation, visibility and opportunity for young women in motorsport.  

This season has seen a wave of brand confidence behind F1 Academy. Activations around Las Vegas showed that investment in the series is not a gamble but instead a shrewd move that is driving tangible change. 
 
Ahead of Las Vegas, LEGO Group – one of the world’s most recognised and trusted brands – announced a multi-year deal with F1 Academy, announcing LEGO® Racing to inspire young fans, especially girls, through creative play and representation. 

This is a partnership that knows what it’s doing from the outset and is backed by data: 

• 87% of girls want to see more opportunities for girls in motorsport  

• 75% think racing sounds exciting  

• 52% could see themselves as an F1 Academy driver  

• 82% of parents want girls to see women represented in motorsport  

• Yet 76% still feel motorsport is “more for boys”  

  
Susie Wolff, Managing Director of F1 Academy, said in the official press release that “this collaboration isn't just about the possibility of building an F1 ACADEMY LEGO car, it's about building belief in what's possible.”   

Julia Goldin, Chief Product & Marketing Officer at LEGO added to the narrative by saying: “F1 Academy is levelling the playing field in motorsport … for the first time, fans can hold their favourite F1 Academy LEGO car in their hands … we’re securing female representation in racing toys for young girls.”    

At Performance Insights, we’ve seen the power of representation first-hand.  

Through inspiring speakers like Claire Williams, Ruth Buscombe, Bernie Collins and Nicole Bearne, we work with women who’ve shaped Formula 1 from the pit wall, the strategy room and the leadership table. Their stories continue to inspire the next generation.  
   
F1 Academy is building the foundations for the future of motorsport. The brands leaning in now aren’t just activating campaigns, they’re helping shape what this sport looks like for years to come.   

For LEGO Group, this partnership acts as a vital addition to their existing F1 partnership which has seen some truly innovative activations throughout 2025, including LEGO cars driving around the racetrack. But when you pair progressive brand thinking with an innovative championship like F1, and infuse it with meaningful purpose-led initiatives, and viral moments, the result is one that transcends the paddock to make a genuine impact and a long-lasting difference.