Formula 1 buzzing with announcements from Lego to Las Vegas

Formula 1 and the Lego Group announced in a press release an expansion of their collaboration, introducing new products and at-race activations throughout the 2025 season. Following the success of the first wave of Lego Formula 1 sets launched in 2024, new products will be released in phases, with Lego Speed Champion sets arriving on 1 March and additional Lego F1 Collectibles becoming available on 1 May.

As part of the expanded partnership, Lego will introduce a series of interactive fan experiences at select Formula 1 races. The Lego Fan Zone Activations will feature hands-on building challenges, engineering-based activities, and opportunities to explore the history of the sport through Lego models. Racegoers will also be able to purchase Lego’s full Formula 1 product range at pop-up stores within the circuit venues.

Outside of race weekends, the Lego Group will integrate Formula 1-themed activities into its global retail network. Select Lego stores in the US, Canada, Europe, the Middle East, Africa, and China will feature racing-inspired play experiences, while LegoLand Discovery Centres will offer educational build challenges designed to teach children about the mechanics and aerodynamics of Formula 1 cars.

Fans will also be able to engage with Formula 1 through a Lego F1 online game, available via the Lego website and Lego Play App. Additionally, a series of live-streamed events will be hosted on Lego’s digital platforms, starting with an online showcase on 1 March. This event will provide details on upcoming product releases and interactive experiences planned for the season.

The Formula 1 and Lego collaboration is set to continue growing, with further projects and activations expected to be announced later in the year.

A partnership with ALT Sports Data with Formula 1 was also announced, appointing the San Diego-based company as its Official Betting Data Supplier. The deal aims to expand Formula 1’s presence in the sports betting industry by providing real-time predictive analytics, proprietary data, and priced odds solutions.

ALT Sports Data specialises in trading and consumer data for action and emerging sports. Through the partnership, the company will develop analytics-driven betting markets and ensure accurate and regulated betting data for Formula 1. This marks a significant step in Formula 1’s evolving approach to sports betting, offering fans new ways to engage with the sport.

Todd Ballard, Co-Founder and Chief Marketing Officer of ALT Sports Data, highlighted Formula 1’s global appeal: “Formula 1 is one of the biggest and most prestigious global sports brands, captivating a large and passionate fanbase of 750 million people worldwide. Our goal is to create deeper engagement, enhance the live race experience, and drive meaningful connections between Formula 1 and its dedicated global audience.”

The introduction of new betting markets follows a broader trend in professional sports, with major leagues seeking to leverage regulated betting as a fan engagement tool. The partnership with ALT Sports Data is expected to drive further integration of betting opportunities within Formula 1 while ensuring the integrity of the sport’s data.

North America’s largest F1-themed attraction is set to open at the Grand Prix Plaza in Las Vegas on 29 March 2025. The 39-acre site, located at the Las Vegas Grand Prix Pit Building, will feature three main attractions: F1 X, F1 DRIVE, and F1 HUB.

F1 X is an interactive F1 experience featuring a 4D exhibition, racing simulators, and hands-on design activities, allowing fans to explore the history, technology, and teamwork behind the sport. Visitors will have the opportunity to design their own F1 car and test it on a virtual track.

F1 DRIVE offers karting on a section of the Las Vegas Strip Circuit, with high-performance karts equipped with Formula 1-inspired technology, including LED steering wheel displays and Drag Reduction System (DRS) functionality. The track features 31 corners, neon-lit straights, and technical challenges replicating the demands of an F1 circuit.

F1 HUB serves as the central gathering point, featuring a flagship F1 merchandise store, food and beverage offerings, and high-tech racing simulators. Guests can experience F1-style pit stops, compete in real-time race decision-making challenges, and explore immersive exhibits on the sport’s evolution.

Emily Prazer, President and CEO of Las Vegas Grand Prix, Inc., said: “These new attractions will offer unprecedented access to F1, giving many fans their first up-close look at a Formula 1 car before stepping into a racing simulator or even karting on a portion of the Las Vegas Strip Circuit.”

The Grand Prix Plaza will be open to the public throughout most of the year, with discounted pricing available for locals. The attraction will temporarily close in late summer to accommodate preparations for the Las Vegas Grand Prix before reopening at a later date.