The LEGO Group and Gothia Cup team up to bring more play to the world’s largest youth football tournament

This summer, the LEGO Group is joining Gothia Cup to bring even more play, creativity and collaboration to the world’s largest and most international youth football tournament.

For more than 50 years, Gothia Cup has made Gothenburg a meeting point for young footballers from all over the world – a place to play, meet peers across countries, backgrounds, ages and teams, and create friendships, team moments and memories for life.

This time around, the LEGO Group will take part in that experience by giving players more ways to come together through play. Throughout the tournament week, they can visit a LEGO space to hang out between matches, build with LEGO bricks and take part in creative challenges football-inspired challenges. The collaboration will also be highlighted during the opening ceremony, where players and fans can expect a special surprise created to celebrate football, play and the thousands of young players gathered in Gothenburg.
– When children come together through play, it does not really matter where they are from, what team they play for or what language they speak. They can start building, creating and collaborating right away. We’re adding more shared moments where kids can meet across borders, ages and backgrounds, and experience the power of play together, says Carsten Mortensen, Head of Marketing, LEGO Nordics.

Football and LEGO play share many of the same qualities. Both invite children to imagine, solve problems, work as a team and create something together. At Gothia Cup, where young people from across the world meet through football, the LEGO Group wants to add to that spirit between matches, giving players another way to connect, collaborate and create together.
– Lego Group is a strong global Nordic brand, just like the Gothia Cup. We share the same target age group, with a focus on young people’s experiences and development. As a product, Lego stimulates young people’s creativity, play and imagination. That’s why we are so happy to welcome Lego Group to this year’s tournament, says Niclas Freiholtz, General Secretary, Gothia Cup