F1 Academy will close out its 2025 season in Las Vegas with an unusual partner: Hello Kitty. The women’s racing series announced a collaboration with Sanrio’s global character brand for the Formula 1 Heineken Las Vegas Grand Prix, taking place November 20 to 22.
The deal includes an exclusive merchandise line, a Hello Kitty-branded grandstand section, and fan activations during race week. It marks the first time Hello Kitty has appeared in a motorsport partnership and adds a pop culture angle to F1 Academy’s finale.
F1 Academy’s Las Vegas Plans
The collaboration centers on a 36-piece collection that reimagines Hello Kitty and other Sanrio characters such as My Melody, Kuromi, and Cinnamoroll as F1 Academy drivers and crew. Items will include apparel, plush toys, and accessories, available at the F1 Las Vegas Hub at The Venetian Resort, online at the F1 Store and Beams US, and in select Zumiez stores.
Race organizers are also launching a dedicated Hello Kitty Grandstand in the East Harmon Zone near Virgin Hotels Las Vegas. A three-day ticket, priced at $1,450, comes with two exclusive merchandise items, entertainment in multiple fan zones, and appearances from Hello Kitty. Fans will also have access to the F1 Academy paddock during the event.
Interactive elements will include a Hello Kitty Cafe pop-up, themed photo opportunities, and a display of race helmets featuring Sanrio designs. A driver’s license-style photo booth and autograph sessions with F1 Academy drivers are also planned.
Hello Kitty’s First Step Into Motorsport
For Sanrio, the Las Vegas race represents Hello Kitty’s first official entry into motorsport. Company executives said the collaboration is meant to highlight creativity and individuality, while F1 Academy leaders described it as an effort to broaden motorsport’s appeal to new audiences.
Organizers expect the partnership to attract attention beyond traditional racing fans, positioning the season finale as both a sporting and cultural event on the Las Vegas Strip.
