F1 ACADEMY races towards milestone finale under Las Vegas lights with Hello Kitty

F1 ACADEMY has today announced a collaboration with Hello Kitty as the series prepares for a show-stopping season finale on the streets of Las Vegas at the FORMULA 1 HEINEKEN LAS VEGAS GRAND PRIX on November 20-22, 2025.

This first-of-its kind partnership, which includes an exclusive 36-piece merchandise collection, dedicated Hello Kitty Grandstands, and interactive fan activations at the Las Vegas Grand Prix, illustrates significant momentum for F1 ACADEMY at the close of its third season and unlocks a new and unique way for fans to engage with the series.

F1 ACADEMY X Hello Kitty and Friends Merchandise

Starring Hello Kitty and much-loved friends, Cinnamoroll, My Melody, Kuromi, Pompompurin, Badtz-maru and Pochacco, the collection features custom designs of the supercute characters reimagined as F1 ACADEMY drivers and pit crew. The limited-edition items include shirts, sweatshirts, collectible plush, headwear and accessories.

Fans will be able to shop the 36-piece collection in person at the F1 Las Vegas Hub presented by American Express at The Venetian Resort Las Vegas. Details on the F1 Las Vegas Hub opening dates and hours of operation will be available in the coming weeks. Additionally, the full collection will be available online at the F1 Las Vegas Grand Prix store, with select items also available online at the F1 Store and Beams US, and in stores at Zumiez.

Hello Kitty Grandstand Package

Located in the East Harmon Zone by Virgin Hotels Las Vegas, the Hello Kitty Grandstands will provide close-up views through 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. 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.

Tickets for the Hello Kitty Grandstand Package are available now at www.f1lasvegasgp.com.

Hello Kitty and Friends Fan Activations

Ticketed fans with access to the East Harmon Zone will have the chance to immerse themselves in exclusive Hello Kitty experiences, including a Hello Kitty Cafe pop-up serving special themed treats, multiple photo opportunities, a supercute display of race helmets featuring Hello Kitty and Friends artwork, and other fun surprise-and-delight moments.

Additionally, the F1 ACADEMY Paddock will bring even more Hello Kitty excitement to fans. A specially designed Driver’s License photo booth will offer a fun, collectible souvenir, while Hello Kitty herself will join the F1 ACADEMY drivers for exclusive meet-and-greets and autograph sessions.

Susie Wolff, Managing Director, F1 ACADEMY said: “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.”

“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.”

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."