0
Tech & Innovation·July 2, 2026·1 min read

I saw Miami's ‘lap of chaos’ in 2025, and after seeing this year's new Lego go-karts at Silverstone I know which event I'm most excited for this Sunday

Share

Lego-branded F1 go-karts are another data point that live events are leaning on IP mashups to keep attention and sponsorship yield up. If you operate in sports or experiential, the bar is now multi-brand, multi-format activations—not just signage and hospitality.