Formula 1 and The Walt Disney Company have announced a groundbreaking licensing agreement set to commence in 2026. This collaboration will integrate Disney’s iconic Mickey & Friends characters into the high-speed world of F1 through global experiences, content, and merchandise.
The partnership aims to leverage both brands’ strengths in creativity and innovation to engage fans worldwide. Emily Prazer, Chief Commercial Officer of Formula 1, stated, “Our collaboration with Disney is set to be a brilliant one… It fits perfectly with our strategy to step outside the world of sport and into a broader consumer market.”
Disney’s Consumer Products President, Tasia Filippatos, echoed this sentiment, highlighting the opportunity to bring two powerhouse entertainment properties together. “This exciting collaboration will unfold across a global stage, with unforgettable content and experiences tailored for Disney and F1 fans alike,” she said.
The initiative comes as Formula 1 experiences significant growth among younger audiences. Data indicates that over four million children aged 8-12 actively follow the sport across the EU and US, with 54% of TikTok followers and 40% of Instagram followers under 25 years old.
While specific details of the collaboration are yet to be unveiled, fans can anticipate a range of co-branded products and experiences. Updates will be shared through official channels, including @mickeymouse and @f1 on social media.
This strategic alliance signifies a new era for Formula 1, blending the thrill of motorsport with the magic of Disney to captivate a diverse and global fan base.