'%3e%3cpath%20id='Path_84134'%20data-name='Path%2084134'%20d='M463.506,45.319c.05.9.033,1.834,0,2.733-1.366,37.226-54.177,81.06-91.112,74.809-10.2-1.727-25.263-14.509-28.533-24.267-15.13,5.322-37.38,18.858-48.975,1.253-12.431,4.049-23.175,12.207-36.808,6.808-20.683-8.185-3.374-45.768-11.014-51.912-2.3-1.854-8.933-1.069-10.547,1.039-2.242,2.926-6.341,21.882-8.85,27.765-3.571,8.359-13.353,25.463-23.472,25.891-15.541.655-21.848-26.856-28.537-27-5.432-.117-17.813,29.362-23.435,28.376L134.186,80.861c-2.953.01-18.631,26.612-25.052,28.436C98.42,112.344,96,96.145,90.188,90.426c-32.439,42.695-68.161,11.245-52.994-34.914,7.583-23.078,26.539-38.048,51.5-34.664,21.407,2.9,22.66,29.515,1.617,27.1-8.853-1.016-12.491-7.517-21.5.728-5.876,5.379-18.314,32.552-6.047,33.594,12.11-1.8,18.073-30.407,32.215-23.94,4.3,1.968,10.122,15.528,14.97,12.755,3.869-5.435,22.009-30.661,27.037-31.249,8.141-.949,14.342,17.956,19.223,23.242,4.149.986,15.387-27.538,25.42-22.587,5.051,2.492,17.823,34.667,22.67,33.514l8.9-19.871c-.184-3.531-7.266-5.315-8.913-11.509-4.657-17.522,11-29.482,25.954-20.322,3.384,2.071,5.365,7.109,7.306,7.771,7.914,2.686,26.789-3.448,33.534,3.568,6.688,6.959,1.417,31.867,2.612,42.481.187,1.65.217,4.149,2.232,4.634,1.824.441,12.615-4.6,13.657-6.742,3.832-7.884-3.464-37.219,5.659-43.553,7.163-4.968,17.475-3.885,20.773,4.978,2.84,7.644.334,9.575.311,15.975-.02,4.41-.722,26.435,1.607,27.892,5.245.611,13.54-.668,13.647-7.283.124-7.35-2.218-15.9-1.42-24.631C332.382,22.97,351.861,5.8,376.573,13.519c3.762,1.173,10.764,5.756,13.37,5.746,4.75-.017,18.494-8.389,27.668-9.294,22.346-2.2,44.569,11.405,45.9,35.348m-92.128-5.472c-30.514-.9-8.622,59.9,11.014,56.829,15.3-2.4,49.273-25.279,51.912-41.445,1.416-8.679-1.771-15.464-11.355-15.494-17.118-.05-48.391,37.52-51.571.11'%20transform='translate(78.646%2022.796)'%20fill='%231c63b7'/%3e%3cpath%20id='Path_84135'%20data-name='Path%2084135'%20d='M4.982,97.261c6.2-6.448,22.988-7.908,26.125,2.492,2.432,8.055-2.148,13.4,9.4,16.617,13.3,3.7,45.481-9.528,38.946-23.642C72.111,76.873.709,78.864,3.235,43.041,5.62,9.193,78.194-9.863,104.242,5.241c18.765,10.881,9.01,34.881-7.677,29.485-4.644-1.5-8.93-8.312-14.946-9.742-10.694-2.542-25.767.965-35.4,6.01-8.506,4.453-17.556,11.429-5.529,18.26,17.429,9.9,61.693,13.9,65.5,37.383,7.413,45.741-62.679,68.529-94.677,44.879-10.323-7.63-16.343-24.05-6.528-34.256'%20transform='translate(-0.001%200.002)'%20fill='%231c63b7'/%3e%3cpath%20id='Path_84136'%20data-name='Path%2084136'%20d='M122.432,4.842C146.756.426,150.8,31.288,128.615,34.3c-20.993,2.85-26.235-25.814-6.184-29.455'%20transform='translate(257.1%2010.325)'%20fill='%231c63b7'/%3e%3c/g%3e%3c/svg%3e)
'%20fill='%231c63b7'/%3e%3c/clipPath%3e%3c/defs%3e%3cg%20id='Group_820'%20data-name='Group%20820'%20transform='translate(0%200)'%3e%3cg%20id='Group_819'%20data-name='Group%20819'%20clip-path='url(%23clip-path)'%3e%3cpath%20id='Path_28'%20data-name='Path%2028'%20d='M162.285,20.389c.015.268.01.549,0,.818-.409,11.143-16.217,24.264-27.273,22.393-3.053-.517-7.562-4.343-8.541-7.264-4.529,1.593-11.189,5.645-14.66.375-3.721,1.212-6.937,3.654-11.018,2.038-6.191-2.45-1.01-13.7-3.3-15.539a3.018,3.018,0,0,0-3.157.311c-.671.876-1.9,6.55-2.649,8.311-1.069,2.5-4,7.622-7.026,7.75-4.652.2-6.54-8.039-8.542-8.081-1.626-.035-5.332,8.789-7.015,8.494l-5.4-8.967c-.884,0-5.577,7.966-7.5,8.512-3.207.912-3.93-3.937-5.671-5.649-9.71,12.78-20.4,3.366-15.863-10.451,2.27-6.908,7.944-11.389,15.415-10.376,6.408.869,6.783,8.835.484,8.111-2.65-.3-3.739-2.25-6.436.218-1.759,1.61-5.482,9.744-1.81,10.056,3.625-.539,5.41-9.1,9.643-7.166,1.286.589,3.03,4.648,4.481,3.818,1.158-1.627,6.588-9.178,8.093-9.354,2.437-.284,4.293,5.375,5.754,6.957,1.242.3,4.606-8.243,7.609-6.761,1.512.746,5.335,10.377,6.786,10.032l2.663-5.948c-.055-1.057-2.175-1.591-2.668-3.445-1.394-5.245,3.292-8.825,7.769-6.083,1.013.62,1.606,2.128,2.187,2.326,2.369.8,8.019-1.032,10.038,1.068,2,2.083.424,9.539.782,12.716.056.494.065,1.242.668,1.387.546.132,3.776-1.376,4.088-2.018,1.147-2.36-1.037-11.141,1.694-13.037,2.144-1.487,5.231-1.163,6.218,1.49.85,2.288.1,2.866.093,4.782-.006,1.32-.216,7.913.481,8.349,1.57.183,4.053-.2,4.085-2.18.037-2.2-.664-4.76-.425-7.373.668-7.31,6.5-12.45,13.9-10.139,1.126.351,3.222,1.723,4,1.72,1.422-.005,5.536-2.511,8.282-2.782,6.689-.66,13.341,3.414,13.738,10.581m-27.577-1.638c-9.134-.27-2.581,17.931,3.3,17.011,4.581-.717,14.749-7.567,15.539-12.406.424-2.6-.53-4.629-3.4-4.638-5.124-.015-14.485,11.231-15.437.033'%20fill='%231c63b7'/%3e%3cpath%20id='Path_29'%20data-name='Path%2029'%20d='M1.491,29.114c1.856-1.93,6.881-2.367,7.82.746.728,2.411-.643,4.012,2.813,4.974,3.982,1.109,13.614-2.852,11.658-7.077C21.585,23.011.212,23.607.968,12.884,1.682,2.752,23.406-2.952,31.2,1.569c5.617,3.257,2.7,10.441-2.3,8.826-1.39-.45-2.673-2.488-4.474-2.916-3.2-.761-7.713.289-10.6,1.8-2.546,1.333-5.255,3.421-1.655,5.466,5.217,2.964,18.467,4.162,19.606,11.19C34,39.626,13.023,46.447,3.445,39.368c-3.09-2.284-4.892-7.2-1.954-10.254'%20fill='%231c63b7'/%3e%3cpath%20id='Path_30'%20data-name='Path%2030'%20d='M113.607,4.54c7.281-1.322,8.492,7.916,1.851,8.817-6.284.853-7.853-7.727-1.851-8.817'%20fill='%231c63b7'/%3e%3c/g%3e%3c/g%3e%3c/svg%3e)
Creating Authentic Experiences Together—Challenging Ourselves to Create New Value
Global Stakeholder Dialogue Between F1 Academy and Sanrio
Managing Director,
F1 Academy
Susie Wolff
President and CEO
Tomokuni Tsuji
F1 Academy and Sanrio surprised the world with a partnership between motorsports and Hello Kitty, going beyond traditional ways of thinking.
In this dialogue, Tomokuni Tsuji, President and CEO of Sanrio, and Susie Wolff, Managing Director of F1 Academy, discuss the background behind bringing the project to life, their shared ideas, and what they aim to achieve through this partnership.
―In November 2025, F1 Academy and Sanrio partnered for the first time for F1 Academy’s season finale in Las Vegas in the United States. What was the thinking or intent behind this partnership?
Wolff：First, let me explain what F1 Academy is about. F1 Academy is a race series founded by the Formula One Group to support female drivers and help them grow. For a long time, motorsports have been mostly dominated by men. In recent years, however, the F1 fan base has been changing in big ways. Today, women account for 42% of F1 fans worldwide, with female fans aged 18 to 24 representing the fastest-growing segment. Amid this shift, F1 Academy was created. We give 18 young female drivers the chance to compete with the hope of someday seeing a woman on the F1 stage. Motorsports are one of the very few sports in the world where men and women can compete on the same stage. That’s why setting up an environment where more women have the opportunity to take on that challenge is so important.
Tsuji：I grew up watching F1, so this partnership has been a dream of mine for years. Honestly, it made me so happy to see this project come to life. From a business perspective as well, we believed that bringing together the value of “kawaii,” which Sanrio has long cherished, with the speed, technology, and global appeal of F1 could create entirely new value. Right now, our 10-year Long-Term Vision involves becoming a global IP platform provider. As we continue to expand our presence in the entertainment space, we believe sports are an extremely important category. This project was a symbol of moving in that direction.
Wolff：I felt the same way. Even now, people assume motorsports are for men. I’ve loved pink, as well as cute things, for ages, but I’m also a racer. That’s why I’ve always believed that “kawaii,” speed, and legitimate competitiveness can co-exist. Our partnership with Hello Kitty was the perfect opportunity to turn this idea into a reality. I know I say this a lot, but you don’t have to be a tomboy to love racing. You can love Hello Kitty, and you can love F1. I’m always saying that you can love both at the same time. This partnership reflects messages like that.
Tsuji：Susie, I heard you have a personal connection with Hello Kitty.
Wolff：Nearly 20 years ago, when I was still a racing driver, Mercedes-Benz painted my race car bright pink. At the time, I wanted to be recognized as a female driver, so I was nervous about how people would react to a pink car. When I took it to the racetrack, all these little girls came up to me and asked if it was a Hello Kitty car with their eyes all lit up. That’s when I realized that representation has the power to move people. That pink car made those little girls interested in the racing world. Now, roughly 20 years later, I’m running F1 Academy, and we’ve been able to collaborate with Hello Kitty. Life is full of surprises. That’s why this partnership was especially meaningful to me. It was fantastic to have a brand like Sanrio work with F1 Academy because it was our first partnership where we created an actual merchandise collection.
Tsuji：I believe Sanrio characters have the power to connect people and put smiles on their faces while creating new experiences and inspirational moments. They should be able to provide great value as gateways to younger generations and completely new audiences, even in the world of sports, just like you experienced firsthand, Susie. I feel like this partnership created a mutually beneficial opportunity to attract new fans, bringing F1 Academy and F1 fans who weren’t originally interested in Sanrio characters together with Sanrio fans with little interest in motorsports. Along those lines, I think F1 Academy and Sanrio were aligned in their thinking for this collaboration, which created new value and possibilities.
―The partnership involved setting up dedicated Hello Kitty Grandstands for spectators, selling merchandise from the exclusive 36-piece Hello Kitty and Friends × F1 Academy collection, and holding social events on the racetrack. What were people’s actual reactions like?
Wolff：To be honest, I didn’t think it would have this much of an impact. The plushies sold out within two days, and the bomber jackets and other apparel were incredibly popular. I really think Sanrio, Inc.’s design team did a fantastic job with the planning and designs. I received tons of messages from fans around the world. Many people appreciated seeing “kawaii” come together with speed and said they’d never seen motorsports like this before.
Tsuji：We’re also overjoyed that people appreciated our products, which were crafted with great attention to detail, from their designs to the manufacturing process. But on the business side, that’s not the point. More importantly, this partnership got people talking and created new touchpoints with fans. Sanrio’s business is about more than just the sum of its parts. As our brand value grows, it creates to new businesses opportunities. I often describe this kind of IP momentum as a “multiplier effect” in business. In my opinion, this project really helped that momentum pick up speed.
Wolff：I think the impact of our partnership was huge in terms of buzz. It was groundbreaking and the first of its kind in the world of motorsports. F1 is the pinnacle of motorsports. From a business perspective, it also expanded our possibilities for developing and launching products by combining “kawaii” with race culture. The impact Hello Kitty—this iconic character—had on the racetrack remains a source of so much inspiration. I’ll never forget the moment I saw the first images come through of Hello Kitty with a racing helmet on. It was incredible.
Tsuji：We’re also thrilled that our characters have been accepted into the world of motorsports too. After all, we provide entertainment. We were able to make new audiences in the world of sports smile and feel inspired, so this was also extremely meaningful as a global IP platform provider. Members of our U.S. subsidiary Sanrio, Inc. who helped with the project are still riding the excitement of achieving something big with F1 Academy, and they said that they want to keep growing to expand the project not just in North America but around the world. I truly feel like our designs were received well, and I hope that we continue creating new value to meet such expectations.
Wolff：My message to youngsters is to follow your own passion. You don’t have to conform with other people’s expectations or beliefs. Success doesn’t come easy in business or sports. You need to believe in yourself and stay passionate to overcome the difficult moments. Feel free to fall in love with racing even if you love cute things. If you follow your dreams your own way, new possibilities that you never could have imagined will open up.
―With the success of this partnership, what developments do you see going forward?
Tsuji：I definitely hope to continue our partnership with F1 Academy for a long time. Hello Kitty and the other Sanrio characters have this incredible potential to connect people across borders and generations.
Hello Kitty has a tremendous presence in North America. For us, this means huge possibilities are expanding toward our goal of becoming a global IP platform provider. Motorsports are team sports, which aligns with our theme of friends helping each other. We want to expand possibilities for our whole IP portfolio beyond just Hello Kitty. At the same time, we will aim to provide new experiences to people all over the world.
We think it’s important to increase opportunities to bring about real inspirational moments and joy with partners who share our values. We created authentic experiences together with F1 Academy, so, along those lines, this partnership was extremely meaningful.
Wolff：I agree. The success we achieved is not the goal—it’s the starting line. F1 Academy will keep growing its fanbase and inspiring new generations. To that end, we need partners who really share our values. We share a common goal with Sanrio—to bring joy to people. That’s why, I think, we were able to reach many people.
Tsuji：I hope we will continue working to bring value to the next generation while creating moments to engage with new fans, alongside F1 Academy. Let’s keep working together toward our shared vision.
F1 Academy is a female-only formula racing series founded by the Formula One Group in 2023 to support young female drivers in the world of motorsports and help them grow. It is currently operated under the supervision of Susie Wolff.
This series serves as a pipeline for female drivers to take on higher racing categories and is composed of seven events in total, which are all held on an F1 Grand Prix weekend.
F1 Academy aims to generate opportunities for more women to participate on and off the racetrack by removing various barriers to entry that exist in the world of motorsports. The series is drawing attention as an important initiative that supports the participation of female drivers and inspires future generations of women.
