F1 Academy Stars Get the Vegas Treatment at 2025 Las Vegas Grand Prix Weekend

December 11, 2025

• F1 Academy took center stage at the Vegas GP season finale with a massive Hello Kitty partnership that included branded grandstands, a pink fan zone, and the iconic character strutting down the paddock with drivers. The collaboration proved female racing can drive serious merchandising power – their 36-piece collection sold out faster than you could say “kawaii.”
• ESMEE KOSTERMAN scored the kind of deal that shows the sport’s growing confidence in its female talent: a multiyear Lego partnership starting in 2026 that will put her in a custom Lego Racing livery designed by their team. Meanwhile, podium finishers from both F1 Academy races received stunning custom Lego bouquets made from nearly 2,000 pieces – because these women deserve flowers as intricate as their racing lines.
• JOANNE CICONTE got the full VIP styling treatment from Wella Professionals alongside actress Nina Dobrev, highlighting how her red Wella-backed car has been making waves all season. The brand activation showed sponsors are finally getting it – these drivers aren’t just athletes, they’re personalities worth building campaigns around.

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