Lego creates custom-built trophies for British Grand Prix
By James Herring on Monday, July 7, 2025
LEGO has extended its partnership with Formula 1 by designing and building the podium trophies for the British Grand Prix at Silverstone.
The trophies, including a replica of the iconic RAC Cup for the race winner, were constructed from 2,717 LEGO bricks and weighed over 2kg each.
A team of seven builders, led by designer Samuel Liltorp Johnson, spent more than 210 hours creating the set of four trophies, which also included awards for second and third place, and the winning constructor.
Race winner Lando Norris of Great Britain and McLaren on the podium with his trophy (Photo by Andy Hone/LAT Images)
This follows LEGO’s viral pre-race moment at the Miami Grand Prix earlier this year, where all 10 F1 teams were represented by full-scale LEGO-built cars driven by the actual drivers.
The initiative is part of a broader strategy by Formula 1 to engage younger audiences through creative brand collaborations.
On the podium, reactions were light-hearted. McLaren’s Oscar Piastri joked that the trophies could probably be bought in stores soon.
The event marked the 75th anniversary of the first-ever Formula 1 race held at the same circuit in 1950.
Formula 1 is clearly pushing to future-proof its fanbase by appealing to younger viewers through playful, unexpected partnerships.
Aligning with brands like LEGO and Hot Wheels allows the sport to meet a generation more interested in gaming, digital content, and collectibles than traditional motorsport.
These collaborations are part of a calculated effort to make F1 more accessible and engaging, without diluting the prestige of the championship.
According to Sports Pro F1 has seen a dramatic increase in young fans, especially through platforms like TikTok, Instagram, and YouTube. Over 50% of F1’s TikTok followers and 40% of Instagram followers are under 25 years old.
The Netflix docuseries Drive to Survive has also been credited as a “silver bullet” by City AM for engaging the 16–35 age bracket, with a 77% increase in engagement among this group.
The number of active child fans in Europe rose by 2.85 million, a 17% year-on-year increase, outpacing even football’s growth
