Formula 1 has officially announced the continuation of its multi-year “Fuel the Magic” collaboration with Disney ahead of the highly anticipated 2026 season. With new technical regulations, evolving team line-ups and fresh race locations on the calendar, the partnership is set to deliver an even bigger entertainment spectacle for fans worldwide.
Originally launched at the 2025 Las Vegas Grand Prix, the “Fuel the Magic” campaign merges elite motorsport with Disney’s world-renowned storytelling. Designed to engage Formula 1’s rapidly expanding and increasingly diverse global fan base — now reaching 827 million — the initiative blends immersive race-weekend experiences, digital storytelling, exclusive merchandise and cultural activations.
‘Fuel the Magic’ Kicks Off at the 2026 Australian Grand Prix
The first full-season campaign will launch at the Formula 1 Qatar Airways Australian Grand Prix from 6–8 March 2026. From there, fans can expect racing-inspired content drops, product launches and creative activations at key races throughout the championship calendar.
Emily Prazer, Chief Commercial Officer of Formula 1, described the partnership as far more than a traditional sports collaboration:
“The continuation of our ‘Fuel the Magic’ campaign with Disney is far greater than just a sports partnership. It leverages both Formula 1 and Disney’s power of immersive cultural storytelling and engaging entertainment.”
Disney also emphasised the cultural momentum behind the collaboration. Tasia Filippatos, President of Disney Consumer Products, noted:
“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.”
Mickey X Formula 1: WEBTOON Series Launches Globally
One of the headline features of the 2026 campaign is a brand-new original vertical comic series titled “Mickey X Formula 1® Racing to the Top!”, created in partnership with WEBTOON.
Launching on 6 March during the Australian Grand Prix weekend, the series will run exclusively across WEBTOON’s global platforms throughout the 2026 Formula 1 season. Each episode will coincide with race weekends, blending the creativity of Disney’s Mickey & Friends with the high-speed drama of F1 racing.
The integration of WEBTOON content highlights Formula 1’s continued focus on digital-native audiences, ensuring fans remain engaged between race weekends — a key driver behind the sport’s recent surge in popularity.
Global Retail Pop-Ups and Exclusive Disney x F1 Merchandise
Starting at the Chinese Grand Prix from 13–15 March, select races throughout the season will feature “Fuel the Magic” fanzone retail pop-ups. These immersive spaces will showcase city-inspired branded collections and limited-edition pieces unique to each Grand Prix host location.
Race-specific items, alongside a core Disney x Formula 1 collection, will be available via the official F1 Store online and at F1® Hub and Fan Zone retail locations worldwide.
The campaign builds on the success of the original Disney x F1 drop unveiled in Las Vegas last year, which quickly became a standout moment in sports-fashion collaborations.
Gentle Monster’s 2026 Circuit Collection
Luxury eyewear brand Gentle Monster will also join the 2026 campaign with its Circuit Collection, a global collaboration with Disney and Formula 1.
The collection features eight lightweight, performance-inspired eyewear styles, including three exclusive designs inspired by Mickey & Friends and Formula 1®. The launch will be supported by immersive pop-up experiences in Seoul, South Korea and Shanghai, China — featuring a monumental Mickey Mouse sculpture displayed alongside a Formula 1 car to bring the campaign’s energy to life.
Expanded Global Collaborations
Beyond eyewear, the Disney Store merchandise range will continue to grow with new global collaborations. Brands including Huffy, Uniqlo and Culture Kings will introduce co-branded toys, apparel and accessories throughout the season.
Each collection will reinterpret racing culture through the lens of Disney’s iconic characters, blending performance aesthetics with lifestyle appeal.
Why This Partnership Matters for Formula 1 in 2026
As Formula 1 enters a transformative era under new technical regulations, partnerships like “Fuel the Magic” underline the sport’s broader ambition: to remain not only the pinnacle of motorsport but also a cultural powerhouse.
By combining the global reach of Formula 1 with Disney’s storytelling expertise, the campaign taps into younger audiences, digital-first communities and lifestyle consumers — ensuring the sport’s growth extends far beyond the track.
