Formula 1 and Disney have extended their Fuel the Magic collaboration through the 2028 season, adding a full new year to the original deal first launched in 2025.
The extension also marks the first time the partnership has expanded beyond Mickey & Friends, bringing in Disney and Pixar’s Cars, a franchise with its own pre-existing link to the sport.
Lewis Hamilton voiced a character based on himself in Cars 2, a black and yellow car modelled loosely on a McLaren MP4-12C, and later voiced Cruz Ramirez’s onboard assistant in Cars 3.
The news was unveiled at D23, Disney’s biennial fan convention, where a new Disney and Pixar Cars collection launches in partnership with F1.
Six items debut at the Disney Store booth on 14 August, including an exclusive hat, fleece and die-cast vehicles from Mattel, before rolling out online the same day and arriving globally at the F1 Flagship Store during the Italian Grand Prix at Monza on 27 August.
As part of the expansion, Cars’ lead character Lightning McQueen will appear at Monza in a new livery to mark the first film’s 20th anniversary.
“The success of our partnership with Disney has demonstrated what’s possible when two globally loved brands come together around a shared vision for creativity, storytelling and fan engagement,” said Emily Prazer, Chief Commercial Officer at F1.
“This merchandise collection is a natural next step and brings together the excitement of Formula 1 with Disney and Pixar’s Cars in a way that feels both authentic and nostalgic.
“For many fans, Cars was an early introduction to the thrill of racing.”
Since launching at the 2025 Heineken Las Vegas Grand Prix, the collaboration has expanded into F1 Academy, spotlighting Minnie Mouse and Daisy Duck in dedicated merchandise.
Our mission with the F1 partnership is to bring Disney magic to fans in unexpected and creative ways, whether they’re watching at home, trackside or engaging on social
Joss Hastings
There has also been a charitable strand through Make-A-Wish, including a Mickey Mouse-inspired racing helmet signed by current F1 drivers that sold for a record £151,000 at auction in July.
”Our mission with the F1 partnership is to bring Disney magic to fans in unexpected and creative ways, whether they’re watching at home, trackside or engaging on social,” said Joss Hastings, Senior Vice President Marketing at Disney Consumer Products.
“Building on the momentum established with Mickey & Friends, expanding our relationship to include Pixar’s Cars at Monza GP presents an exciting opportunity to ‘Fuel the Magic’ and bring together two fandom communities that share the same love of speed, spectacle, and heart.
“The future of this collaboration belongs to those fans, and our goal is to continue building moments that celebrate their passion. ”
