Disney takes the wheel with F1 partnership in 2026

Formula 1 (F1) has announced a partnership with Disney that will see its high-octane world collide with the magic of Mickey Mouse and friends starting in 2026.

The collaboration is set to deliver new fan experiences, content and merchandise that fuse F1’s global reach with Disney’s iconic characters. Beloved cartoon character Mickey Mouse will be at the centre of this multi-market campaign targeting younger audiences.

The move comes as F1 sees increasing traction among younger demographics. According to the brand, more than four million children aged eight to 12 across the EU and US actively follow the sport. Meanwhile, 54% of its TikTok audience and 40% of its Instagram followers are under the age of 25.

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In a joint statement, the companies said the partnership is built on a shared focus on creativity, entertainment and innovation, with the goal of delivering “unforgettable and one-of-a-kind experiences” to fans worldwide.

“Our collaboration with Disney is set to be a brilliant one, as we introduce the world of Mickey & Friends to our fans, and vice versa. It fits perfectly with our strategy to step outside the world of sport, and into a broader consumer market, and in return we’re introducing Disney to our 820 million fans worldwide," said Emily Prazer, chief commercial officer at F1. 

She added, "It’s a fantastic match as both brands are known for pushing boundaries and bringing entertainment and excitement to millions, so I can’t wait to see what our teams come up with for the circuit and beyond.”

In tandem, Tasia Filippatos, consumer products president at Disney said, "As we celebrate nearly a century of Mickey Mouse & Friends, our collaboration with Formula 1 offers a unique opportunity to bring two powerhouse entertainment properties together to create products that fans will love. This exciting collaboration will unfold across a global stage, with unforgettable content and experiences tailored for Disney and F1 fans alike."

Further details around the campaign will be rolled out in the coming months.

F1’s tie-up with Disney comes on the heels of its recent partnership with advisory and tax giant PwC, which joined as the sport’s official consulting partner. The sponsorship reflects PwC’s focus on helping high-performance organisations operate faster and smarter, with the firm set to offer strategic consulting across key areas of F1’s global operations, including operational excellence and resilience, as part of a multi-year agreement.

In April, pasta producer Barilla also joined the grid as an official partner in a multi-year deal. The brand will have a strong presence on and off the track, bringing its Italian flair to fans through pasta bars located around the paddock and in the exclusive F1 Paddock Club, aiming to foster a sense of connection and togetherness among racegoers.

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