F1 Academy has announced an unprecedented collaboration with Hello Kitty and Friends as the all-female series prepares for its spectacular season finale at the Formula 1 Heineken Las Vegas Grand Prix, scheduled for 20–22 November 2025. This unique partnership marks a first-of-its-kind moment in motorsport, bringing together the iconic world of Sanrio’s beloved characters with the thrilling, high-octane action of Formula 1. It not only celebrates F1 Academy’s growing momentum as the series concludes its third season but also offers fans a fresh and exciting way to engage with the sport.
Hello Kitty characters reimagined as F1 Academy drivers and crew
The collaboration will see Sanrio’s most popular characters, including Hello Kitty, Cinnamoroll, My Melody, Kuromi, Pompompurin, Badtz-maru, and Pochacco, reimagined as F1 Academy drivers and pit crew. These custom designs will be featured in a limited-edition merchandise collection consisting of 36 pieces. Fans can expect a range of products such as shirts, sweatshirts, collectible plush toys, headwear, and accessories, all designed to capture the playful spirit of Hello Kitty while celebrating the competitive edge of motorsport.
Susie Wolff, Managing Director of F1 Academy, expressed her excitement about the partnership, stating, “We are thrilled to be partnering with Hello Kitty and Friends to celebrate the final round of our season. A big thank you goes to the team in Las Vegas for all their support in making this possible. Set against the iconic skyline, we’re creating a finale like no other. With the Hello Kitty Grandstand experience and merchandise range, we want to go out with a bang and challenge the outdated perceptions of what belongs in motorsport.”
Exclusive merchandise available at The Venetian and online
The exclusive merchandise collection will be available for purchase in person at the F1 Las Vegas Hub, presented by American Express, located at The Venetian Resort Las Vegas. While specific opening dates and hours of operation will be announced in the coming weeks, fans can also shop the collection online via the F1 Las Vegas Grand Prix store. Select items will be available through the F1 Store and Beams US websites and in physical stores such as Zumiez, making the collection accessible to a wide audience.
Hello Kitty grandstands offer premium viewing and unique experiences
For fans seeking the ultimate Hello Kitty motorsport crossover, the Hello Kitty Grandstand Package delivers a memorable race weekend experience. Located in the East Harmon Zone by Virgin Hotels Las Vegas, the grandstands offer excellent views of Turns 3 and 4. The three-day tickets, priced at $1,450 including taxes and fees, include two exclusive merchandise items only available to Hello Kitty Grandstand ticket holders. Beyond the race, attendees will enjoy live entertainment, interactive fan activations in the East Harmon and Koval Zones, access to the F1 Academy Paddock, and special appearances by Hello Kitty herself throughout the weekend.
Immersive fan activations and exclusive meet-and-greets
In addition to the merchandise and grandstand offerings, ticket holders in the East Harmon Zone will have the opportunity to immerse themselves in unique Hello Kitty fan activations. These include a pop-up Hello Kitty Café serving themed treats, multiple photo opportunities with supercute backdrops, and a special display featuring race helmets adorned with Hello Kitty and Friends artwork. Fans can also expect surprise-and-delight moments designed to enhance the weekend’s festivities.
Moreover, the F1 Academy Paddock will host further Hello Kitty-themed excitement. A specially designed Driver’s License photo booth will offer fans a fun and collectible souvenir, while Hello Kitty herself will join the F1 Academy drivers for exclusive meet-and-greet sessions and autograph signings, providing intimate fan interactions that underline the partnership’s inclusive spirit.
Sanrio and F1 Leaders share their excitement
Craig Takiguchi, Chief Operating Officer at Sanrio, Inc., shared his enthusiasm for the collaboration, saying, “This collaboration with F1 ACADEMY marks an exciting first for Hello Kitty and Friends as we step into the world of motorsport. Together, we’re celebrating creativity, individuality, and ambition on one of the biggest stages in global sport. From the exclusive merchandise to unforgettable fan experiences, this collaboration brings our characters to life in a way that’s both inspiring and unexpected. We hope it encourages a new generation of fans — especially young girls — to embrace who they are and believe that their passions can take them anywhere.”
Emily Prazer, President and CEO of Las Vegas Grand Prix, Inc. and Chief Commercial Officer of Formula 1, added, “It’s exciting to see the F1 Academy and Hello Kitty and Friends partnership come to life. By launching exclusive merchandise at the F1 Las Vegas Hub and creating the Hello Kitty Grandstands at the Las Vegas race, we’re giving fans of both brands a special way to be part of race week. This initiative goes beyond the track; it’s about cementing the sport’s place in the pop culture landscape and building the next generation of fans.”
A grand finale celebrating diversity and innovation
As F1 Academy approaches the conclusion of its third season, the collaboration with Hello Kitty brings a fresh and vibrant energy to the Las Vegas finale. The initiative not only celebrates fun, diversity, and creativity but also challenges traditional ideas of who motorsport is for. From exclusive merchandise to immersive fan zones and interactive activations, the collaboration provides fans of all ages a chance to connect with the sport in new and inspiring ways.
