Disney Extends Formula 1 Partnership Through 2028, Adds Pixar's Cars
The partnership between Disney and Formula 1 has been extended through 2028, with the addition of Pixar's Cars to the collaboration. The agreement, which started as a single race-weekend stunt in Las Vegas, now spans four seasons and two franchises. At D23: The Ultimate Disney Fan Event, attendees can see the new Disney and Pixar Cars Collection with Formula 1 at the Disney Store booth.
The programme, called Fuel the Magic, blends storytelling with racing fandom through immersive experiences, content, and bespoke merchandise. According to Disney, the collaboration has been a success, with the charity auction of a custom Mickey Mouse-inspired helmet raising $201,000 for Make-A-Wish International.
The partnership is not just about entertainment; it's also about targeting a specific audience. Emily Prazer, Chief Commercial Officer at Formula 1, said that bringing together Disney and Pixar's Cars will bring the excitement of Formula 1 with nostalgia, as Cars was released in 2006 and appeals to fans who are now in their late twenties and early thirties.
The retail sequence follows a three-stage release schedule, which is unusual for such partnerships. The programme has already tested different formats at four race weekends, each with its own unique activation model.