LOS ANGELES — The Los Angeles Rams are adding a touch of kawaii to game day. The team announced Wednesday the NFL’s first-ever collaboration with Sanrio, unveiling a limited-edition Hello Kitty x Rams merchandise collection that will debut during the team’s January home game against the Arizona Cardinals at SoFi Stadium.
The crossover brings together two Los Angeles fan-favorite brands for a uniquely playful partnership anchored by exclusive gameday giveaways, special-edition merchandise and a full slate of Hello Kitty-themed activations. It marks Hello Kitty’s first collaboration with any NFL franchise.
Fans who purchase tickets to the January matchup—scheduled for Saturday, Jan. 3 or Sunday, Jan. 4—through a designated link will receive a limited-edition Hello Kitty x Rams clear bag and coin purse while supplies last. Rams Season Ticket Members attending the game will also receive the clear bag as part of the celebration.
On gameday, fans can shop the full Hello Kitty x Rams Capsule Collection exclusively at The Equipment Room Team Store at SoFi Stadium. Items include a Hello Kitty bobblehead, plush, keychains and a range of apparel pieces. The Rams and Sanrio will also roll out themed programming throughout the stadium, creating an immersive experience designed to merge the worlds of the NFL and Hello Kitty.
“We’re thrilled to collaborate with Sanrio and bring Hello Kitty to Rams fans in a way that’s never been done before in the NFL,” said Kathryn Kai-ling Frederick, Chief Marketing Officer for the Rams. “This collaboration is about delivering fun, unforgettable experiences for our fans while honoring our legacy as a team that leads with innovation and firsts.”
Sanrio echoed the enthusiasm for the landmark partnership. “Partnering with the Los Angeles Rams for Hello Kitty’s first-ever NFL collaboration is such an exciting milestone for us,” said Jill Koch, Senior Vice President of Brand Management and Marketing at Sanrio, Inc. “With such a passionate fanbase in LA, it’s truly meaningful to bring these communities together and create an unforgettable gameday experience that celebrates fandom, friendship and fun for fans of all ages.”
The collaboration continues the Rams’ ongoing push to integrate sports, entertainment and culture at SoFi Stadium, one of the NFL’s most dynamic home venues. For Sanrio, the partnership adds to an expanding portfolio of lifestyle and entertainment collaborations designed to bring Hello Kitty into new cultural spaces.
