Formula 1 has announced the continuation of its multi-year ‘Fuel the Magic’ activations with Disney, extending the partnership into a full-season programme for 2026.
The integration first launched at the 2025 Heineken Las Vegas Grand Prix, where Mickey and Minnie Mouse appeared on the grid and Disney-themed content featured prominently across the race weekend, including a Mickey-inspired post-race Bellagio fountain show on the Strip.
For 2026, the campaign will scale into a coordinated content, retail and on-site activation strategy across multiple Grands Prix, beginning at the Formula 1 Qatar Airways Australian Grand Prix on 6-8 March.
“The continuation of our ‘Fuel the Magic’ campaign with Disney is far greater than just a sports partnership, but one that leverages both Formula 1 and Disney’s power of immersive cultural storytelling and engaging entertainment,” said Emily Prazer, F1 Chief Commercial Officer.
“From unique product launches to fan experiences, digital content and WEBTOON integration, we’re offering even more unique ways that new and existing audiences can engage with our sport and experience race events like no other.”
The 2026 rollout includes:
Global experiential moments – Pop-up installations in Seoul and Shanghai featuring large-scale Mickey sculptures alongside F1 cars as part of the 2026 Circuit Collection launch.
WEBTOON series launch – ‘Mickey X Formula 1 Racing to the Top!’ digital comic book will run throughout the season with race-weekend-tied episodes blending Mickey & Friends with on-track storytelling.
Race-specific retail pop-ups – ‘Fuel the Magic’ fan zone stores debuting from China onwards, with city-inspired merchandise and global online drops via F1 Store.
Expanded merchandise collaborations – New product lines with Disney Store alongside partners including Gentle Monster, Huffy, Uniqlo and Culture Kings, spanning apparel, toys and accessories.
The collaboration forms part of F1’s broader strategy to engage younger and more diverse audiences, with the championship’s global fan base now standing at 827 million.
“Formula 1 and Disney sparked a cultural moment felt worldwide – and it was only the beginning,” said Tasia Filippatos, President of Disney Consumer Products.
“This year is about turning that moment into a season-long story. A new digital chapter with WEBTOON gives fans a reason to stay connected between race weekends, brought to life through product and standout moments that feel authentic to each stop on the calendar.”
