Disney Extends Formula 1 Partnership Through 2028
The Walt Disney Company has extended its partnership with Formula 1 through the 2028 season. The original agreement was set to expire after the 2027 season, but both parties decided to extend their collaboration in order to continue creating unique experiences for fans around the world.
The Fuel the Magic campaign, launched in 2025, has been a major success with various merchandise and content offerings at racing events. The partnership also includes collaborations with Disney's Cars franchise, which will debut its own collection of merchandise featuring Lightning McQueen and other beloved characters from the series.
Disney and Formula 1 have worked together on several initiatives, including a first-of-its-kind collaboration with Make-A-Wish to help grant life-changing wishes for children living with critical illnesses. The partnership has also seen successful campaigns come to life in unique ways, such as the launch of a designated merchandise line spotlighting F1 ACADEMY featuring Minnie Mouse and Daisy Duck.
Emily Prazer, Chief Commercial Officer at Formula 1, stated that 'the success of our partnership with Disney has demonstrated what's possible when two globally loved brands come together around a shared vision for creativity, storytelling and fan engagement.'