Lewis Hamilton said on Thursday at the British GP media day that he was unsure whether he would participate in this year's Lego drivers' parade. When asked for the reason, he replied, "I need to discuss that behind closed doors." Ferrari, however, hinted that Hamilton would take part in the parade, citing fan expectations and the mandatory nature of the event.
Go-kart made from 28,000 Lego blocks
Lego, continuing the activity it first launched at last year's Miami Grand Prix, prepared 22 separate go-karts for Silverstone this year. The Danish toy giant, with contributions from 11 teams, designed the go-karts using 28,000 Lego blocks, making them drivable and capable of reaching speeds of up to 25 km/h. While the vast majority on the grid viewed the event positively, Max Verstappen and Hamilton were among the strongest objectors.
Obligation, brand conflict, and calendar congestion.
The drivers' parade is a mandatory part of the official pre-race program, like the national anthem; while Hamilton could theoretically pay the penalty for not participating, this seems highly unlikely. Such a move would also be unacceptable for Ferrari in the British arena where 175,000 spectators are expected at Silverstone.
Several different reasons are cited for Hamilton's reluctance: the expectation that Ferrari will experience power unit problems this weekend, Lego's indirect commercial gain from his relationship with Hamilton without receiving any compensation, and the general frustration stemming from the additional obligations imposed by the ever-expanding F1 calendar under Liberty Media. Experienced drivers like Verstappen and Fernando Alonso are also known for wanting to minimize their marketing days as much as possible.
FOM and FIA are continuing their work to simplify driver obligations during race weekends. Press conferences are mandatory on Thursdays and Fridays, while drivers are also required to participate in a 20-minute fan forum on Fridays or Saturdays. Apart from the hero shot and broadcast material from the Bahrain winter tests, the demand for additional events hasn't increased significantly in recent years; however, the packed 24-race calendar is reducing drivers' desire to participate in extra programs.
Regarding the trademark conflict allegations, the Lego activation was prepared months in advance; teams were involved in the design process and approved card designs. Therefore, any potential trademark disputes should have been resolved long before arriving in Silverstone this weekend.