F1 Academy, the women’s racing series, announced on September 25, 2025, it’s teaming up with Sanrio‘s beloved global Hello Kitty brand to wrap its third season on the streets of Las Vegas, Nevada, at the Formula 1 Heineken Las Vegas Grand Prix, taking place from November 20–22. The F1 Academy collaboration is a first-of-its-kind partnership for Sanrio, marking Hello Kitty’s motorsport debut. It features a F1 Academy x Hello Kitty and Friends limited edition collection, dedicated Hello Kitty Grandstands, and interactive fan activations.
A first look at some of the adorable merch dropped yesterday, Tuesday, October 7, 2025. Check out the cute video below:
“This collaboration with F1 Academy marks an exciting first for Hello Kitty and Friends as we step into the world of motorsport,” said Craig Takiguchi, Chief Operating Officer at Sanrio, Inc. “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.”
While the Sanrio executives said the partnership aims to celebrate creativity and individuality, F1 Academy leaders framed it as an opportunity to expand the sport’s reach and attract new fans. Emily Prazer, President and CEO of Las Vegas Grand Prix, Inc. and Chief Commercial Officer of Formula 1, said: “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.”
The F1 Academy x Hello Kitty and Friends merchandise collab is a 36-piece limited edition collection that features custom designs reimagining Hello Kitty, Pompompurin, Badtz-maru, Pochacco, My Melody, Kuromi, and Cinnamoroll as F1 Academy drivers and pit crew. Fans can find the F1 Academy x Hello Kitty and Friends’ shirts, sweatshirts, accessories and headwear, and collectible plushies in person at American Express‘s F1 Las Vegas Hub at The Venetian Resort Las Vegas, as well as online through the F1 Store, Beams US, and in stores at Zumiez.
Additionally, the Formula 1 Heineken Las Vegas Grand Prix organizers announced that there will be dedicated Hello Kitty Grandstands in the East Harmon Zone by Virgin Hotels Las Vegas, providing close-up views of Turns 3 and 4. “The three-day tickets ($1,450 including taxes and fees) will include two exclusive F1 ACADEMY x Hello Kitty merchandise items – only available to Hello Kitty Grandstand ticket holders,” according to the PR. “Additionally, fans in the Hello Kitty Grandstands will enjoy live entertainment and interactive fan activations in both the East Harmon and Koval Zones, as well as access to the F1 ACADEMY Paddock and special Hello Kitty appearances across the race weekend.”
The Hello Kitty Grandstands will include interactive elements such as a Hello Kitty Cafe pop-up serving specialty treats, themed photo opportunities, and a display of race helmets featuring Hello Kitty and Friends artwork. A driver’s license-style photo booth and autograph sessions with F1 Academy drivers are also planned.
Organizers anticipate the partnership will draw interest beyond traditional racing enthusiasts, transforming the season finale into both a sporting spectacle and a cultural event on the Las Vegas Strip.
Tickets for the Hello Kitty Grandstand Package are available now at www.f1lasvegasgp.com.
English (US) · 