Formula 1 and Disney Extend “Fuel the Magic” Partnership for 2026 Season

Formula 1 has announced a multi-year extension of its “Fuel the Magic” collaboration with Disney.

The announcement comes as F1 reports a total fanbase of 827 million worldwide, a figure that has seen dramatic growth among younger demographics and female fans in recent years.

The partnership, which debuted at the 2025 Las Vegas Grand Prix, will now expand into a season-long campaign for 2026. Blending Disney’s legendary storytelling with the high-octane culture of grand prix racing, the initiative aims to deepen engagement between race weekends through digital content, bespoke merchandise, and immersive fan-zone experiences.

Commenting on the partnership extension, chief commercial officer of Formula 1, Emily Prazer, said: “The continuation of our ‘Fuel the Magic’ campaign with Disney is far greater than just a sports partnership.”

“We’re offering even more unique ways that new and existing audiences can engage with our sport and experience race events like no other,” Prazer said.

Emphasising the longevity of the project, president of Disney Consumer Products, Tasia Filippatos, added: “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,” Filippatos shared. 

Digital Innovation: The WEBTOON Series

A cornerstone of the 2026 campaign is the launch of “Mickey X Formula 1® Racing to the Top!”, an original vertical comic series produced in collaboration with WEBTOON.

Launching on 6 March at the Formula 1 Qatar Airways Australian Grand Prix, the series will release new episodes tied to every race weekend on the 24-race calendar. 

Commercial and Retail Expansion

The “Fuel the Magic” campaign introduces a sophisticated retail model that leverages the unique cultural identity of each host city.

• Pop-Up Retail: Starting at the Chinese Grand Prix (13-15 March), select races will feature fanzone retail hubs with location-specific Disney x F1 merchandise.

• Global Collaborations: Premium eyewear brand Gentle Monster will debut the 2026 Circuit Collection, featuring eight styles including three Disney-inspired designs.

• Mass Market Reach: New collections will be rolled out globally through partners including Uniqlo, Huffy, and Culture Kings, spanning apparel, toys, and accessories.

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