F1 Academy x Hello Kitty

F1 Academy has announced a collaboration with Hello Kitty as the series prepares for a season finale on the streets of Las Vegas at the Formula 1 Heineken Las Vegas Grand Prix. The partnership brings together the energy of motorsport and the charm of one of the most loved global icons. It’s a fun and unexpected mix that shows how F1 Academy is reaching out to a younger and wider audience. Fans are already loving it as it is full of character, and as the season wraps up on the streets of Las Vegas, a finale that’s sure to capture plenty of attention and excitement.

“Our partnership with F1 Academy first started with a conversation of shared values,” says Jill Koch, the Senior Vice President of Brand Management and Marketing, Sanrio, to Females in Motorsport.

“When we first connected with the F1 Academy team, it was clear that both organizations are passionate about empowerment, self-expression, and inspiring the next generation.

“From there, it became about finding the right moment and the right way to bring those ideas to

life.”

The Las Vegas Grand Prix then offered them the perfect backdrop because it brings together people from all over the world to celebrate the sport and the connections it creates, a sense of community that’s also at the heart of Sanrio.

“The Las Vegas Grand Prix provides a unique platform to bring those values to life, gathering fans from around the world to celebrate the sport and the community it creates,” she says. “Bringing Hello Kitty to this stage felt like a natural next step, a way to connect our message of positivity and self-expression with an audience that thrives on passion, teamwork, and perseverance.

“It’s an opportunity to show that the worlds of sport and storytelling can come together in meaningful and unexpected ways.”

Formula 1 is one of the most globally celebrated sports, captivating audiences across generations and cultures, and in recent years, it’s opened up to a whole new wave of fans inspired by stories of perseverance, teamwork, and ambition. Sanrio has been wanting to tap into the world of motorsport,s and this felt like a perfect place to start. Going forward, they hope to be a part of something bigger.

“The response so far has been incredibly positive, and the alignment between Sanrio and F1 Academy feels very natural,” she says. “Our focus right now is on making the Las Vegas Grand Prix activation a truly memorable experience.“Looking ahead, we’re excited to explore more ways Hello Kitty can connect with fans and inspire the next generation of female drivers.”

While the collaboration has been amazing, they’ve had to deal with a few logical and creative challenges.

“That’s where the fun really happens,” she says. “When you bring together two global brands with such passionate communities, it’s about finding balance and mutual respect. “We wanted to honor both fandoms while creating something new that felt cohesive and

authentic.”

They’ve put a lot of thought into every detail, from the visual identity and merchandise design to how Hello Kitty and Friends would be represented within the F1 Academy experience. Both teams were deeply involved in ensuring that every element, from the style guide to product execution, reflected the best of both worlds.

“Collaborations like this show how powerful it can be when different worlds come together to inspire others,” she says.

“When young girls see themselves reflected in spaces that once felt out of reach, whether through a character they love or a driver they admire, it can spark real confidence in what’s possible. “Our hope is that this partnership continues to inspire connection, possibility, and joy for fans everywhere. We’re so excited to see how fans around the world will connect with Hello Kitty in this new environment.”

This partnership is so special because it naturally brings two very different worlds together, the fun, friendly spirit of Hello Kitty and the confidence and ambition that F1 Academy stands for. For female fans, it’s something they can really connect with, seeing a character they grew up with being part of a sport that’s opening its doors wider than ever before. It feels warm and a little nostalgic, showing that motorsport can be powerful and welcoming at the same time.