F1 and Disney have announced the extension of “Fuel the Magic” until the end of the 2028 season: started around Mickey & Friends, the partnership will also expand to the “Cars” universe starting at Monza!
Read more Rain to disrupt the last Dutch Grand Prix at Zandvoort: towards a wet Sprint?
Launched in 2025, the “Fuel the Magic” initiative combines the Disney universe with that of Formula 1 through various fan experiences, specific content, and collections of merchandise.
Initially planned for a shorter duration, the agreement is now extended by an additional season, until 2028.
Recurring presence in the F1 environment
This extension is accompanied above all by an important novelty: the arrival of Cars, the first franchise to join the program beyond Mickey & Friends. The partnership officially began at the 2025 Las Vegas Grand Prix. Since then, Mickey and his friends have appeared at several calendar events, notably in China, Canada, and Great Britain.
At Silverstone, an event organized for the benefit of Make-A-Wish notably raised a significant amount. A helmet specially decorated in Mickey Mouse colors and signed by 20 drivers from the 2026 grid was auctioned.
After 199 bids from 28 potential buyers from 12 countries, the helmet was finally sold for 177,000 euros. It thus became the most expensive charity item ever sold on F1 Authentics.
Read more Revolution or mirage at Williams? The mystery of Alex Albon’s new contract
It should also be noted that Disney+ will become the global broadcaster of the FIA Formula E championship, which really needs visibility for the arrival of its future GEN4 single-seater.
Flash McQueen expected at Monza
The integration of “Cars” coincides with the 20th anniversary of the franchise created by Pixar. Since the release of the first film in 2006, the universe of Flash McQueen has developed through several feature films, numerous merchandise products, and attractions in Disney parks.
After a notable appearance at the last Goodwood Festival of Speed, Flash McQueen will be present at the Italian Grand Prix in Monza with a new look specially designed to celebrate this anniversary.
“Our mission in this partnership with F1 is to bring Disney magic to fans in unexpected and creative ways, whether they watch the race at home, in the stands, or on social media,” explains Joss Hastings, Senior Vice President Marketing of Disney Consumer Products. Building on the momentum established with Mickey & Friends, expanding our relationship to include Cars at the Italian Grand Prix presents an exciting opportunity for “Fuel the Magic” to bring together two fan communities who share the same love of speed, spectacle, and passion.”
Disney and Formula 1 therefore intend to continue developing their joint operations over the coming seasons. New information regarding the activations planned for the 2028 season will be revealed in the coming months.
Read more Toto Wolff praises Peter Bonnington’s role in Kimi Antonelli’s transformation