02 August 2001

Speculations regarding a marketing relationship between Lego and Team Brask and/or Team Brask Management have been going on for a few weeks since Chairman Lars-Christian Brask's Formula Eurofirst has appeared at the companies extreme days and at test sessions in July in full Lego livery and in red base colour. The normal Team Brask look is yellow and blue, so the talk was that something with the big Danish toy company was about to happen.

Asked the question Lars-Christian has, untill today always responded with "No comment" and a smile. Today though Lars-Christian confirmed that extensive talks had taken place since the Spring, but that no agreement between Lego and the Brask organisations will happen in the near term and that the negotiations have now been terminated. Cryptically Lars-Christian added that: "Up against a Formula One team that has offered Lego to display their Logo on their cars for free without money changing hands, Team Brask could not compete. We knew very early on in the negotiations, that we were up against a Formula One team, but we were told that the two possible agreements would not necessarily exclude one another. We had a strong hand with our connection to the grass roots, our broadness and our future stars in Team Brask Management plus introduced an option to go with an F1 team that we work closely with in a value for money option. Never mind - we have in the process learned a lot if nothing else."

Current speculation is that Ferrari or Williams that will be the team in F1 that will pick up the Lego deal in return for their other sponsors getting displayed on Lego toy cars sold to millions of young race fans around the world.

Champ Car ace Kenny Brack has also recently been displaying a small Lego logo on his car. Kenny shares sponsor Shell with Ferrari.