Lego turns down offer to sponsor Magnussen

December 4th, 2014

This article is more than 9 years old.

The company believes that endorsing a Formula 1 team does not fit its image

Danish toy giant Lego has turned down an offer to become one of the sponsors of Kevin Magnussen in his attempt to retain his place in the Formula 1 team McLaren for next season.

Jørgen Vig Knudstorp, the CEO of the Lego Group, told DR News that "the sponsorship did not fit Lego's brand".

Lego's rejection follows claims on the blog of British F1 expert Joe Saward that McLaren manager Ron Dennis was in Denmark last week in sponsorship talks with several Danish companies.

READ MORE: Saxo Bank calls for more Danish sponsorship in sport

A unique opportunity
At the end of this year's F1 season, Dennis announced he would like Denmark to support Kevin Magnussen more.

"I wish Denmark woke up and realised what a unique opportunity they have to endorse someone who could easily become a sporting legend in this country," he told media.

As things stand, Saxo Bank is the only Danish company that sponsors F1 – through a deal with Lotus – and last month they agreed with Dennis and sang the praises of sponsoring sport.

It is still unclear whether Magnussen will retain his place next year, but an announcement is expected later today.

READ MORE: Denmark interested in hosting a Formula 1 race


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