Disney and Formula 1 first announced their partnership in 2025 and kicked off the collaborative Fuel the Magic campaign with a flashy Las Vegas Grand Prix launch party. The original partnership was set to last through the 2027 season, but now the two high-energy global brands with fully engaged fan bases have signed a deal to extend the partnership through the 2028 season.
The Fuel the Magic campaign includes experiences and content at race weekends around the world, plus merchandise themed to specific races and characters available at select races and online. “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.
Lightning McQueen Enters The Formula 1 Grid
The prolonged contract also brings a new Disney-branded franchise onto the circuit. Fans of Disney and Pixar Cars will be able to shop a collection of new merchandise themed around the iconic racing movie. This new merchandise collection also marks the first time Disney will have a F1 collection beyond Mickey & Friends.
“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, making this collaboration a fun way to celebrate the enduring appeal of the sport through characters that generations have come to know and love,” said Emily Prazer, Chief Commercial Officer at Formula 1.
The Cars-themed collection will officially debut at D23: The Ultimate Disney Fan Event, then at the Formula 1 Gran Premio D’Italia 2026 in Monza this September. Fans attending the Italy race can also catch Lightning McQueen in person, with an all-new livery.
“Building on the momentum established with Mickey & Friends, expanding our partnership to include Pixar’s Cars, debuting at Monza, presents an exciting opportunity to ‘Fuel the Magic’ by bringing together two fandom communities that share the same love of speed, spectacle and heart,” said Hastings.
What’s notable is that this isn’t the first time the worlds of Formula 1 and Cars have crossed over. Former F1 World Champion Lewis Hamilton made a cameo in Cars 2, appearing as the McLaren MP4-12C supercar, and in Cars 3 as a digital assistant.
Disney and Formula 1’s Continued Success With Creative Campaigns
Disney’s branded campaigns alongside Formula 1 continue to tell unique stories, which keep old and new fans engaged. Formula 1’s global audience is near 820 million, but about 57% of new fans are under 35, and nearly half are women. These fans often come to the sport through social content and merchandise presence from brands they already interact with. This makes the Disney collaboration even more enticing for both brands since Disney has hundreds of millions of fans around the world.
After the launch of Fuel the Magic at the Formula 1 Las Vegas Grand Prix 2025, which included an exclusive show with Mickey Mouse at the Fountains of Bellagio, the two brands have seen successful campaigns come to life in unique ways. One of the biggest was just months ago when Disney pushed into women’s racing at the Formula 1 Grand Prix du Canada with a designated merchandise line spotlighting F1 ACADEMY featuring Minnie Mouse and Daisy Duck.
Additionally, at the 2026 Formula 1 British Grand Prix, Disney and Formula 1 partnered with Make-A-Wish. A custom Disney-inspired racing helmet was signed by 20 current drivers, including Hamilton, Lando Norris, Carlos Sainz, and Charles Leclerc. The helmet went to auction and sold for a record-breaking $210,000, with net proceeds donated to Make-A-Wish International.
“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. Extending our relationship reflects the strength of that collaboration, and our ambition to continue creating new experiences for fans around the world,” said Prezer.