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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, I’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.
Strategy
Play On.
Question: How does LEGO take advantage of this moment?
The partnership between LEGO and the EFL presents a rare opportunity to create something truly unforgettable. Releasing football-themed LEGO sets around the announcement would spark immediate excitement, but the real potential lies in how deeply LEGO can embed itself into the match day experience. LEGO Insiders members could receive discounted tickets to EFL Cup games, while select product bundles could include free match tickets. Each game ticket, whether physical or digital, could also feature a scannable code that unlocks special offers or exclusive digital content, turning every match into a touchpoint for engagement.
To elevate the live experience, LEGO can activate inside stadiums in playful and meaningful ways. A Junior Mascot program could allow LEGO Insiders’ children to walk out with the players wearing exclusive LEGO-inspired kits. Halftime moments could feature Miniature Stadium Takeovers, including life-size LEGO mascots, pop-up brick-building stations for recreating key match moments, and augmented reality displays that transform fan zones into LEGO environments. These elements would appeal to both young fans and nostalgic adults, making each match feel like a fully immersive LEGO world. The Man of the Match award would be reimagined into a unique collectible moment. A stylised LEGO trophy would make for the perfect photo opportunity and social media moment. To build on this, LEGO could introduce the Golden Brick Awards - fan-voted honours for best goal, funniest moment, and best celebration in each round. Winners would be immortalised as limited-edition LEGO minifigures, turning fan-favorite players into playful collectibles and building a new tradition that merges football culture with LEGO’s creative legacy.
Beyond match day, LEGO can strengthen community ties through grassroots programs and digital games. Football camps and youth competitions could be hosted in partnership with local clubs, giving kids a chance to develop both on the pitch and through hands-on LEGO building activities. On the digital front, LEGO could launch browser-based or mobile mini-games under a LEGO EFL brand, featuring penalty shootouts, build-your-team challenges, or tactical simulations. These activations would ensure that the LEGO x EFL collaboration lives in homes, hands, and hearts far beyond the stadium.
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