On Sunday, July 6, 2025, Formula 1 fans witnessed an unprecedented scene on the Silverstone podium: Lando Norris, Oscar Piastri, and Nico Hülkenberg lifted trophies built entirely from LEGO bricks.
A historic first celebrating Formula 1’s 75th anniversary with creativity and style.
2,717 Bricks for an Iconic Trophy
Designed in LEGO’s workshops in Billund, Denmark, the trophies are faithful replicas of the legendary RAC Cup, the emblem of the British Grand Prix.
The winner’s trophy, presented to Lando Norris, consists of 2,717 bricks, stands 59 cm tall, and weighs 2.1 kg. The second- and third-place trophies each contain 2,298 pieces and weigh approximately 1.5 kg.
To ensure durability amid the energy of the podium celebrations, each brick was securely glued by a team of seven expert builders under the direction of LEGO designer Samuel Liltorp Johnson. In total, 210 hours were required to assemble these one-of-a-kind creations.
A Precision Marketing Move to Engage Gen Z
This activation goes far beyond a creative gimmick. It represents a calculated marketing strategy from Formula 1, aimed at attracting a younger audience drawn to immersive content, gaming culture, and visual storytelling.
Through recent partnerships with LEGO and Hot Wheels, Formula 1 continues to evolve into a more accessible, entertaining, and digitally connected brand.
The success of Drive to Survive on Netflix, along with millions of views across TikTok, Instagram, and YouTube—highlights this generational shift.
The numbers confirm the momentum: in Europe, Formula 1 recorded a 17% increase in young fans over one year, reaching 2.85 million active child supporters.
LEGO x F1: A Partnership Built for Speed
With these trophies, LEGO reinforces its commitment to celebrating creativity, technical precision, and innovation—while injecting a playful twist into the world of motorsport.
And this wasn’t the first LEGO appearance in the paddock. At the Miami Grand Prix, drivers arrived in full-scale Formula 1 cars constructed from more than 400,000 LEGO bricks, an activation that quickly went viral on social media.
Together, LEGO and Formula 1 prove that even in a sport defined by speed and engineering excellence, there is always room for imagination, brick by brick.
