Hello Kitty Returns to Las Vegas for F1 ACADEMY Finale

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.

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.