Jill Koch, Chief Brand Officer at Sanrio, described the partnership as a natural alignment of values, noting that both the racing series and the character brand emphasize individuality and the pursuit of ambitious goals. The collaboration centers on the Sanrio Fan Zone, located within the F1 ACADEMY Paddock, which features themed attractions ranging from a 'Creative Garage' for designing race-day accessories to a reflex-testing game inspired by the sport.
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Hello Kitty Returns to Las Vegas for F1 ACADEMY Finale
Eighteen of the world’s top female drivers will converge on Las Vegas for the F1 ACADEMY grand finale this November, joined once again by Sanrio’s iconic cast of characters. From November 19 to 21, the race weekend will blend high-speed motorsport with the brand’s signature aesthetic through interactive fan experiences.
The initiative extends beyond the track with three pop-up cafe locations at Fashion Show, Park MGM Las Vegas, and the Forum Shops at Caesar’s Palace. These sites will offer exclusive menu items and limited-edition merchandise throughout the event. Fans can participate in photo opportunities, including a custom driver's license station, and scheduled appearances by characters such as Hello Kitty and Kuromi.
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