Viva Velocity! F1 Academy hits Vegas Strip for glittering season finale with Hello Kitty

 

F1 Academy and Hello Kitty, in collaboration with Sanrino, Formula One (F1) and the Las Vegas Grand Prix organisers have announced. A first of its kind partnership celebrating F1 Academy’s season finale with Hello Kitty merchandise, grandstands and fan activation marking the series’ 100^th race. On the streets of Las Vegas, specifically at the Heineken Las Vegas Grand Prix with activations in the East Harmon Zone and F1 Las Vegas Hub at the Venetian Resort.

Celebrating F1 Academy’s growth, challenge outdated perceptions in motorsport and engage a new generation of fans, especially young girls through creativity, inclusivity as well as pop culture appeal.

Susie Wolff, Managing Director, F1 Academy, said: “With the Hello Kitty Grandstand experience and merchandise range, we want to go out with a bang and challenge the outdated perceptions of what belongs in motorsport.”

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.

Starring Hello Kitty and much loved friends, Cinnamoroll, My Melody, Kuromi, Pompompurin, Badtz-maru and Pochacco, the collection features custom designs of the super cute characters reimagined as F1 Academy drivers and pit crew.

Craig Takiguchi, Chief Operating Officer at Sanrio Inc., said: “From the exclusive merchandise to unforgettable fan experiences, this collaboration brings our characters to life in a way that’s both inspiring and unexpected.”

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 in addition to in stores at Zumiez.

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.

Emily Prazer, President and CEO of Las Vegas Grand Prix Inc. and Chief Commercial Officer of Formula One, said: “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.”

Additionally, a special 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 in addition to autograph sessions.