F1 Academy’s Hello Kitty Deal Shows How DORIANE PIN & Co Are Driving Real Change

September 26, 2025

by Mat Coch // from www.planetf1.com

• F1 Academy’s partnership with Hello Kitty for the Las Vegas finale isn’t just cute merchandising – it’s proof that women’s racing has real commercial muscle. The deal includes a 36-piece collection, dedicated grandstands, and fan activations, showing global brands finally recognize what we’ve known all along: female motorsport fans have serious spending power and deserve premium treatment.
• The numbers back up what we’re seeing on track – female fans now represent over 40% of F1’s global fanbase, with nearly a quarter following F1 Academy specifically. Hello Kitty’s 75% female following makes this partnership brilliant business sense, not tokenism. As Susie Wolff put it, they’re challenging “outdated perceptions of what belongs in motorsport” – and winning.
• While the business side celebrates, DORIANE PIN continues her championship charge with Mercedes, leading with 127 points and three wins over Ferrari’s MAYA WEUG. With two rounds left including the Singapore Grand Prix undercard, PIN’s positioning herself perfectly for a title run that would cap off F1 Academy’s most commercially successful season yet.

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