Formula 1® has today announced the continuation of its multi-year “Fuel the Magic” collaboration with Disney, ahead of the much-anticipated 2026 season where new regulations, drivers, teams and race locations take centre-stage.
The “Fuel the Magic” integration – first launched at the 2025 Heineken Las Vegas Grand Prix – blends unique storytelling, racing culture, bespoke merchandise and immersive fan experiences at Grand Prix weekends worldwide, designed to engage and expand the sport’s increasingly younger and more diverse fan base that has undergone dramatic growth, now totalling 827 million worldwide.
Building on the momentum from its launch in November 2025, the two power-houses in sporting and consumer entertainment will kick-off its first full-season campaign with a racing-inspired content series at the Formula 1 Qatar Airways Australian Grand Prix on 6-8 March, before further content, product launches and creative activations at races across the season.
The fan-first campaign will bring fans original WEBTOON content, new co-branded products, and industry-leading entertainment designed to reflect the vibrant energy of each host locations and the personalities of Disney’s Mickey & Friends, united by a passion for thrilling motorsport.
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, 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.”
As part of the campaign, Disney and WEBTOON will create ‘Mickey X Formula 1® Racing to the Top!’ – an original vertical comics series which will run exclusively on WEBTOON’s global platforms throughout the 2026 Formula 1® race season. The content series will launch on 6 March during the Formula 1 Qatar Airways Australian Grand Prix, with new episodes tied to each race weekend throughout the season, blending the creativity and imagination of Mickey & Friends with the excitement and on-track drama of Formula 1.
Starting at the Chinese Grand Prix from 13-15 March, select Formula 1® races throughout the season will feature “Fuel the Magic” fanzone retail pop-ups with new branded ranges and merchandise inspired by the host city. Race-specific pieces and a core collection from Disney and Formula 1® will also be available, at the F1® Hub and Fan Zone retail pop-up locations while the all-new Disney x Formula 1 collections will debut globally online, launching on F1 Store available throughout the season.
Elsewhere, the eyewear brand Gentle Monster will introduce the 2026 Circuit Collection, a global collaboration with Disney and Formula 1®. Featuring eight styles made with lightweight, durable materials, the collection includes three exclusive designs inspired by Disney’s Mickey & Friends and Formula 1®, blending racing performance with everyday wearability. The launch will also include pop-up experiences in Seoul, South Korea and Shanghai, China, where a monumental Disney’s Mickey Mouse sculpture stands alongside a Formula 1® car, bringing the energy of the campaign to life.
Following the debut of the first Disney x Formula 1® collection in Las Vegas last year, the merchandise range with Disney Store will continue to expand with new global product collaborations introduced alongside Gentle Monster, including with Huffy, Uniqlo and Culture Kings. The assortment will span toys, apparel, accessories and more, with each rollout reflecting a distinct interpretation of racing culture and Disney’s Mickey & Friends.
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