Formula 1 and Disney extend ‘Fuel the Magic’ into full 2026 season rollout

The initiative blends storytelling, merchandise and fan activations across race weekends, targeting what Formula 1 says is an increasingly younger and more diverse global audience, now totalling 827 million fans worldwide.

After its initial launch in November 2025, the partnership will begin its first full season programme at the Formula 1 Qatar Airways Australian Grand Prix from 6 to 8 March. A racing inspired content series will headline the opening activation, with further product launches and themed experiences scheduled across multiple Grands Prix during the year.

A central pillar of the 2026 expansion is an original vertical comic series titled ‘Mickey X Formula 1 Racing to the Top!’, produced by Disney in partnership with WEBTOON. The series will launch on 6 March during the Australian Grand Prix weekend and run throughout the season, with episodes tied to each race weekend.

The content blends Disney’s Mickey and Friends with the competitive narrative of Formula 1, extending fan engagement beyond track action.

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.”

Tasia Filippatos, President of Disney Consumer Products, added: “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.”

From the Chinese Grand Prix, scheduled for 13 to 15 March, select events will feature ‘Fuel the Magic’ fan zone retail pop ups offering race specific merchandise inspired by host cities. Core Disney and Formula 1 collections will also be available via the F1 Hub and Fan Zone retail locations, with new Disney x Formula 1 ranges launching globally online through the F1 Store.

Eyewear brand Gentle Monster will introduce a 2026 Circuit Collection as part of the collaboration. The range includes eight styles, three of which are inspired directly by Mickey and Friends and Formula 1. Launch events will include pop up experiences in Seoul and Shanghai, where a large scale Mickey Mouse sculpture will be displayed alongside a Formula 1 car.

Following the debut Disney x Formula 1 collection in Las Vegas in 2025, further global product collaborations will roll out in 2026 with partners including Huffy, Uniqlo and Culture Kings. The range will span toys, apparel and accessories, with each collection tailored to reflect both racing culture and Disney’s iconic characters.

With new regulations, teams and race locations set to define the 2026 campaign, Formula 1 is positioning ‘Fuel the Magic’ as a season long commercial and cultural extension designed to deepen fan engagement both at the circuit and beyond.