The Silverstone weekend brought with it a story that is bound to spark debate. The traditional Drivers’ Parade was replaced by a mini race using full-size Lego Formula 1 cars, each built from more than 28,000 bricks, marking the return of an idea first introduced at the 2025 Miami Grand Prix. While many drivers appeared to enjoy the initiative, Max Verstappen dismissed it as unprofessional, and Lewis Hamilton joked about the risks involved while leaving the door open to skipping it altogether. It is another opportunity to reflect on the increasingly blurred line between entertainment and over-the-top spectacle in Formula 1.
Over the past few years, Liberty Media, the American company that owns Formula 1’s commercial rights, has completely transformed the way fans experience the sport and the scale of its global impact.
Formula 1 is no longer simply synonymous with motor racing, even if it remains the pinnacle of the sport. It has evolved into a worldwide entertainment event, surrounded by glamour, major sponsors and countless side attractions, becoming an undeniable commercial success.
Not so long ago, the paddock during a Grand Prix weekend was populated almost exclusively by team personnel, engineers and industry insiders. Today, celebrities from every corner of the entertainment world want to be there, meeting the drivers, visiting the garages and, of course, appearing on the international television broadcast. Monaco, perhaps unsurprisingly, offered one of the most striking examples. During one of the most tense moments of the race weekend, while fans waited for the stewards’ verdict, the world feed focused on the luxury yachts in the harbour, where many guests appeared far more interested in the party than in the race itself.
That, of course, is all part of the modern Formula 1 experience. But as the saying goes, too much of a good thing can quickly become a problem.
Now, some of the consequences are beginning to emerge.
The number of promotional activities that drivers are required to attend has increased dramatically. Naturally, these events are driven by sponsorship commitments and commercial interests. The result is an increasingly packed schedule for the drivers and activities that are, at times, questionable—or perhaps even more than just questionable. Some have reached the point where they risk appearing almost ridiculous.
The latest initiative to divide opinion came at Silverstone. Instead of the traditional pre-race lap around the circuit aboard the Drivers’ Parade truck, the drivers took part in a mini race using full-size Formula 1 cars built entirely from Lego bricks, with each car containing more than 28,000 individual pieces. In reality, the concept was not new, having already debuted in Miami in 2025 as a fun promotional activity. But while most drivers accepted it with good humour last year, this time around several of them were far less enthusiastic.
And who was the first to criticise it openly? Unsurprisingly, Max Verstappen, who has never been afraid to speak his mind, said:
“I’d rather play with Lego at home with the kids. We’re Formula 1 drivers. We shouldn’t look like children or clowns trying to crash into each other. That’s not what Formula 1 needs.”
He was not alone in expressing reservations. During the pre-race press conference, Lewis Hamilton joked that the Lego race was probably the most dangerous part of the entire weekend, even suggesting that he might decide to skip it at the last minute.
Formula 1 is, first and foremost, a motorsport competition, and it should remain exactly that. It is a sport where adrenaline, passion and cutting-edge engineering combine to create something unique. Its reputation has been built on legendary battles both on and off the circuit, breathtaking overtakes that defy belief and technical innovation pushed to the absolute limit.
Transforming Formula 1 into a global entertainment phenomenon is not, in itself, a bad thing. But perhaps those leading Formula 1 and Liberty Media should ask themselves an important question: where is the boundary between creating a great show and turning the sport into pure spectacle?
Formula 1 is undoubtedly a show. As the saying goes, the show must go on.
And, once again, the show went on.
Leave a Reply