Formula 1® has confirmed the continuation of its multi-year collaboration with Disney called Fuel the Magic, just before the 2026 season begins, which promises new regulations, fresh drivers, teams, and race venues. This Formula 1 Disney collaboration aims to deepen fan engagement by combining storytelling, racing culture, and immersive experiences at Grand Prix events worldwide to appeal especially to younger and more diverse audiences, whose numbers have surged to 827 million globally.
Campaign Launches with Exciting Content and Experiences
Following its initial debut at the 2025 Heineken Las Vegas Grand Prix, the campaign is set to kick off its first full season at the Formula 1 Qatar Airways Australian Grand Prix from March 6 to 8, 2026. Fans will be treated to a racing-themed content series alongside exclusive product launches and innovative activities at key events throughout the racing calendar. The campaign’s focus is to merge the high-octane energy of Formula 1 with Disney’s beloved Mickey & Friends, creating a vibrant fan experience that is both original and relatable.
New Webtoon Series and Merchandise Highlight Fan Engagement
As part of the campaign, Disney in partnership with WEBTOON will roll out
“Mickey X Formula 1® Racing to the Top!”
, a unique vertical comic series exclusively available on WEBTOON’s global platform during the entire 2026 race season. This original series will premiere on March 6, coinciding with the Australian Grand Prix, and continue with new episodes linked to each race weekend, blending Mickey & Friends’ charm with the thrill of Formula 1’s on-track competition.
Starting with the Chinese Grand Prix on March 13-15, several select races will feature Fuel the Magic fan zone retail pop-ups showcasing new co-branded merchandise inspired by each host city. Both race-specific items and core pieces from Disney and Formula 1 will be available at the F1® Hub and exclusive fan zones. Additionally, the Disney x Formula 1 collections will launch globally online via the F1 Store, providing fans worldwide the chance to access these new offerings throughout the season.
Exclusive Collaborations Enhance the Campaign Appeal
The eyewear brand Gentle Monster is set to unveil the 2026 Circuit Collection, a worldwide partnership combining the innovative spirit of Disney, Formula 1, and Gentle Monster. This collection includes eight lightweight, durable eyewear styles, three of which are inspired directly by Mickey & Friends and Formula 1, designed for everyday use that reflects racing performance. The launch will also be marked by pop-up events in Seoul, South Korea, and Shanghai, China, where a prominent Disney’s Mickey Mouse statue will stand next to a Formula 1® vehicle, embodying the campaign’s lively energy.
Building on last year’s debut of the first Disney x Formula 1® collection in Las Vegas, the product line continues to grow with new international collaborations, including with Huffy, Uniqlo, and Culture Kings. This expanding range will cover toys, apparel, accessories, and more, each iteration uniquely showcasing the fusion of racing culture and Disney’s iconic Mickey & Friends characters.
This Campaign Reflects Broad Growth and Future Opportunities
Emily Prazer, Chief Commercial Officer of Formula 1, emphasized the campaign’s role in connecting the sport’s evolving fan base, while Tasia Filippatos, President of Disney Consumer Products, highlighted the shared vision behind these initiatives. Together, Formula 1 and Disney are harnessing their combined strengths to offer fans innovative content and unique merchandise, fostering a deeper appreciation for motorsport culture. This collaboration is expected to further expand Formula 1’s global reach and diversify its audience, aligning with the sport’s dynamic direction heading into the 2026 season and beyond.
