Formula 1 and The Walt Disney Company are expanding their multi-year “Fuel the Magic” partnership into a full-season initiative for the 2026 Formula 1 World Championship, bringing content, merchandise, and fan experiences to every race weekend. The campaign builds on the success of 2025’s Las Vegas Grand Prix concept, which featured Mickey Mouse at the Bellagio Fountains and a themed fan zone.
Tasia Filippatos, President of Disney Consumer Products, described the 2026 expansion as a continuation of that cultural moment. “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,” she said.
Ahead of the Australian Grand Prix on 6-8 March, Disney and F1 will launch Mickey X Formula 1® Racing to the Top!, an original vertical comic series produced with WEBTOON, with new chapters tied to each Grand Prix throughout the year. The series places iconic Disney characters such as Mickey Mouse, Minnie Mouse, Donald Duck and Goofy within a racing narrative designed to keep fans engaged between events.
The campaign includes co-branded merchandise pop-ups at select races starting with the Chinese Grand Prix in Shanghai from 13-15 March, along with fashion collaborations and global product drops available on site at F1 Hubs, in Grand Prix plazas, and through online platforms, including the official F1 Store and Amazon’s F1 shop in the U.S.
One of those partnerships is the 2026 Circuit Collection from the South Korean brand, Gentle Monster, created as part of the collaboration between Formula 1 and The Walt Disney Company. The collection features eight lightweight eyewear styles inspired by the design of F1 cars, including three themed around Mickey & Friends.
@gentlemonster_official Gentle Monster presents the 2026 Circuit Collection with “Disney × F1”, capturing the explosive energy of an F1 machine racing across the circuit. The breathtaking sense of speed on the track, combined with the vibrant spirit of ‘Mickey and Friends,’ highlights the collection’s experimental and powerful approach. Launching on gentlemonster.com and in stores worldwide. US, Canada: Mar 7th 11AM (EST) Korea, China, Japan, Singapore, Australia: Mar 7th 11AM (KST) Europe, United Kingdom, Middle East and Other Regions: Mar 7th 11AM (GMT) A spectacular pop-up is coming to Seoul and Shanghai, featuring a real F1 machine on display. Bringing the thrill of racing to the heart of the city, the space offers a one-of-a-kind experience where high-speed excitement meets playful imagination. 2 Pop-ups worldwide: HAUS NOWHERE SEOUL 433, Ttukseom-ro, Seongdong-gu, Seoul, Republic of Korea Launching on Mar 7th HAUS NOWHERE SHANGHAI 798-812, Middle Huaihai Rd., Huangpu District, Shanghai, China Open every day from 10am to 10pm Launching on Mar 7th #FueltheMagic @Disney @Formula 1 ♬ 오리지널 사운드 – gentlemonster
The release will also include immersive pop-up experiences in Seoul and Shanghai, highlighted by a large Mickey Mouse sculpture displayed next to a Formula 1 car as part of the “Fuel the Magic” campaign. The pop-ups are designed to serve as interactive brand environments rather than traditional storefronts, aligning with Formula 1’s broader push to turn race culture into a lifestyle platform and Disney’s strategy of blending consumer products with storytelling.
Emily Prazer, Chief Commercial Officer of Formula 1, said the partnership goes beyond traditional sponsorship. “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,” she underscored.
Uniqlo and Miniso are also set to introduce regional product drops in China and Japan, expanding the race-weekend merchandise lineup with special apparel, accessories, collectibles and plush items as part of the wider collaboration.
With expanded retail releases, fashion partnerships and immersive fan experiences rolling out across key markets, the 2026 collaboration signals a broader effort by Formula 1 and The Walt Disney Company to turn race weekends into multi-platform cultural events, blending sport, entertainment and storytelling throughout the season, reaching out to both racing fans and a newer, younger audience.
