Formula 1 and Disney Extend 'Fuel the Magic' Campaign

New content, products, and experiences bring Mickey & Friends to F1 fans worldwide

Published on Feb. 26, 2026

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Formula 1 has announced the continuation of its multi-year 'Fuel the Magic' collaboration with Disney, ahead of the 2026 season. The campaign will blend unique storytelling, racing culture, bespoke merchandise, and immersive fan experiences at Grand Prix weekends globally, designed to engage Formula 1's growing and diversifying fan base.

Why it matters

The 'Fuel the Magic' integration aims to leverage the power of Disney's storytelling and entertainment to expand Formula 1's reach, particularly among younger and more diverse audiences, as the sport continues its dramatic global growth.

The details

The campaign will feature a new WEBTOON series, 'Mickey X Formula 1® Racing to the Top!', race-specific retail pop-ups, and global product collaborations with brands like Gentle Monster, Huffy, Uniqlo, and Culture Kings. The goal is to bring the energy and excitement of Formula 1 to life through the lens of Disney's iconic characters.

  • The 'Fuel the Magic' campaign first launched at the 2025 Heineken Las Vegas Grand Prix.
  • The 2026 season-long campaign will kick off at the Formula 1 Qatar Airways Australian Grand Prix on March 6-8, 2026.
  • New WEBTOON content will debut on March 6, 2026, during the Australian Grand Prix weekend.
  • Race-specific retail pop-ups and product launches will begin at the Chinese Grand Prix on March 13-15, 2026.

The players

Formula 1

The premier international auto racing series, owned by Liberty Media Corporation.

Disney

The multinational entertainment conglomerate known for its iconic characters and media franchises.

WEBTOON

A global digital comics platform owned by Naver Corporation.

Gentle Monster

A South Korean eyewear brand collaborating on a Formula 1-inspired collection.

Huffy, Uniqlo, Culture Kings

Global brands partnering on new Disney x Formula 1 product lines.

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What they’re saying

“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.”

— Emily Prazer, Chief Commercial Officer of Formula 1 (Speedway Digest)

“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.”

— Tasia Filippatos, President of Disney Consumer Products (Speedway Digest)

What’s next

The new Disney x Formula 1 merchandise collections will debut globally online on the F1 Store throughout the 2026 season, and the Gentle Monster Circuit Collection will launch with pop-up experiences in Seoul and Shanghai.

The takeaway

By extending its partnership with Disney, Formula 1 is tapping into the entertainment giant's storytelling power and global reach to further grow its fan base, particularly among younger and more diverse audiences, as the sport continues its rapid worldwide expansion.