.png){kind=small}
.png){kind=small}
Lego FC
A different kind of play.
Task: LEGO is exploring fresh ways to connect with adult audiences. Pitch a standout idea that redefines how grown-ups engage with the brand, and show how you’d bring it to life.
LEGO invests over £330M annually in media and advertising. If just 2–3% of that were allocated to sponsoring a major football competition like the FA Cup or EFL Cup, the brand could reach over 500 million viewers globally - nearly 10% of the world’s population. But this isn’t just about reach. Football unites generations: kids, teens, young adults, and parents all tune in. With thoughtful execution, a sponsorship like this can can build deep brand affinity by aligning LEGO with a different kind of play. To bring this to life, We’ve created a set of visuals that reimagine iconic football moments - reconstructed using LEGO’s playful colours and minifigures. It celebrates the spirit of the game and puts LEGO at the heart of it.
Touchpoints
More than 90 Minutes
Question: Beyond the naming rights, what else does LEGO get by sponsoring the EFL CUP?
As part of the sponsorship, every club in the competition, including major teams like Manchester United and Arsenal, would feature a LEGO badge on their kits, with those badges also made available for fans to purchase as part of official jersey sales. LEGO would have full design rights over the Man of the Match award, creating custom collectible figures for each of the 113 knockout matches. LEGO would also take over mascot uniforms, dressing the children who walk players onto the pitch in full LEGO-themed kits. Post-match highlight reels, which draw hundreds of millions of views on YouTube, would carry prominent LEGO branding. The partnership would also serve as a perfect launchpad for releasing limited-edition, football-inspired LEGO collectibles that might otherwise be overlooked.
Next Project
