F1 Academy Joins Forces with Hello Kitty for Season Finale in Las Vegas

F1 Academy has announced a partnership with Hello Kitty and Friends ahead of the Formula 1 Heineken Las Vegas Grand Prix finale on November 20-22, 2025. The landmark deal launches a 36-piece collection, specially branded grandstand seating, and immersive fan zones featuring interactive installations at the street circuit.

The collaboration comes as F1 Academy winds up its third competitive season, using Sanrio Inc.'s iconic brand to create some of the biggest stages for motorsport enthusiasts. Craig Takiguchi, Sanrio's Chief Operating Officer, praised the move, stating, "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."

Racing Merch

The collaborative collection transforms Hello Kitty and six Sanrio icons, including Kuromi, Pochacco, and Cinnamoroll, into miniature motorsport professionals. The characters are depicted as F1 drivers and technical crew with different apparel and accessories. Limited offers include performance-inspired shirts, embroidered headgear, and plush collectibles of the stylized characters.

Physical sales will be done at The Venetian Resort's F1 Las Vegas Hub presented by American Express. Online shoppers can access the full lineup through the F1 Las Vegas Grand Prix online store, while curated selections will appear on the F1 Store, Beams US, and Zumiez platforms. The retail products will be available beyond the race dates.

Trackside Experiences

The Hello Kitty Grandstands, placed at the East Harmon Zone near Virgin Hotels Las Vegas, will offer clear lines of sight for Turns 3-4 of the Vegas Grand Prix circuit. Three-day access costs $1,450, which includes two exclusive merchandise pieces unavailable for purchase and VIP paddock entry, featuring appearances by Hello Kitty characters.

Grandstand ticket holders will also access a pastel-themed Hello Kitty Café, race helmet art installations, and Koval Zone programming. In the paddock, fans can get personalized racing licenses in an immersive photo booth and participate in autograph sessions with drivers.

Executive Approval

F1 Academy Managing Director Susie Wolff emphasized the partnership's potential to push boundaries, stating, "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."

Las Vegas Grand Prix CEO Emily Prazer branded the initiative as a cultural bridge, noting it extends F1's reach beyond traditional audiences. "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," she affirmed.