F1 Academy has added Hello Kitty as a new partner ahead of the series’ season finale in Las Vegas.

Contract:

  • A 36-piece merchandise collaboration will be available at the Las Vegas Grand Prix
  • The full collection will also be available online at the F1 Las Vegas Grand Prix store
  • Hello Kitty grandstand packages can be purchased for US$1,450 for the three-day weekend
  • Event activations will include a Hello Kitty Cafe pop-up and a driver’s license photo booth

Context:

While there will be arguments around the accessibility of these tickets – a weekend pass for the Heineken grandstand is available for just under US$700 – the collaboration between F1 Academy and the Hello Kitty brand underscores the overall commercial viability of the Las Vegas weekend. It also highlights the significance of Formula One’s efforts to strengthen its presence in the US.

Looking beyond Las Vegas, the key question is whether this partnership will extend further, given F1 Academy’s strong track record in attracting committed partners. Brands such as TeamViewer, Morgan Stanley and Wella Group have signed on to support the all-female series this year.

Comment:

“We are thrilled to be partnering with Hello Kitty and Friends to celebrate the final round of our season,” said Susie Wolff, managing director of F1 Academy.

“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 With the Hello Kitty Grandstand experience and merchandise range, we want to go out with a bang and challenge the outdated perceptions of what belongs in motorsport.”

Emily Prazer, president and chief executive of the Las Vegas Grand Prix and chief commercial officer of Formula One, added: “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.”

Coming next:

The Las Vegas Grand Prix will take place from 20th to 22nd November and marks the first time that the venue has hosted a junior series alongside the main Formula One race.

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