Mumbai: Formula 1 and Disney have announced the continuation of their multi-year “Fuel the Magic” collaboration, expanding the partnership ahead of the 2026 Formula 1 season that will usher in new regulations, drivers, teams and race locations.
First launched at the Heineken Las Vegas Grand Prix in November 2025, the “Fuel the Magic” integration blends storytelling, racing culture, bespoke merchandise and immersive fan experiences at Grand Prix weekends worldwide. The initiative is aimed at engaging Formula 1’s rapidly growing, younger and more diverse global fan base, which now totals 827 million.
Building on early momentum, the two organisations will roll out their first full-season campaign at the Formula 1 Qatar Airways Australian Grand Prix from 6–8 March, followed by a slate of racing-inspired content, product launches and creative activations across the 2026 calendar.
The fan-first campaign will deliver original digital storytelling, new co-branded products and location-specific entertainment that reflects the energy of each host city, while bringing Disney’s Mickey & Friends together with the drama and excitement of Formula 1.
Commenting on the partnership, Emily Prazer, Chief Commercial Officer of Formula 1, said, “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. 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.”
From Disney’s perspective, Tasia Filippatos, President, Disney Consumer Products, said, “Formula 1 and Disney sparked a cultural moment felt worldwide – and it was only the beginning. 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.”
A key highlight of the 2026 collaboration is an original vertical comics series created with WEBTOON, titled ‘Mickey X Formula 1® Racing to the Top!’ The series will launch on 6 March during the Australian Grand Prix and run throughout the season, with new episodes released in sync with each race weekend, blending the imagination of Mickey & Friends with on-track Formula 1 action.
On the ground, select races starting with the Chinese Grand Prix from 13–15 March will feature “Fuel the Magic” fan-zone retail pop-ups showcasing city-inspired merchandise. Race-specific pieces and a core Disney x Formula 1 collection will be available at F1 Hub and Fan Zone retail locations, alongside a global online rollout on the F1 Store throughout the season.
The partnership also extends into fashion and lifestyle collaborations. Eyewear brand Gentle Monster will introduce the 2026 Circuit Collection, featuring eight lightweight designs inspired by Disney’s Mickey & Friends and Formula 1, supported by pop-up experiences in Seoul and Shanghai. Additional merchandise collaborations will roll out globally with brands including Huffy, Uniqlo and Culture Kings, spanning toys, apparel and accessories.
With expanded content, commerce and live experiences, the renewed “Fuel the Magic” campaign underscores Formula 1 and Disney’s shared ambition to turn motorsport into a season-long cultural and entertainment narrative for fans worldwide.
