In an unexpected but savvy move, Formula One and Disney have announced a global partnership that will see Mickey Mouse and his animated entourage enter the world of F1 from 2026.
The collaboration will span digital content, merchandise and immersive experiences - targeting younger fans who are increasingly fuelling F1’s rapid growth.
Mouse ears and pit passes?
The crossover comes as Formula One actively courts a new generation of followers. According to F1 data, more than four million children aged 8 to 12 currently follow the sport in the EU and US. Social media stats echo the shift: 54% of F1’s TikTok followers and 40% of its Instagram base are under 25.
With its reach across theme parks, toys, streaming, and more, Disney brings a multi-platform juggernaut to the table - well suited to F1’s ambitions of becoming more than just a motorsport. The union aims to deliver “one-of-a-kind experiences”, blending speed and storytelling in a way only these two brands could.
A formula for family fandom
Formula One’s Chief Commercial Officer, Emily Prazer, summed up the strategy: “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.”
She added, “It’s a fantastic match as both brands are known for pushing boundaries and bringing entertainment and excitement to millions.”
Disney Consumer Products President, Tasia Filippatos, echoed the sentiment: “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.”
Stay tuned for trackside toons
Details remain under wraps, but fans can expect a full suite of content and collectables ahead of the 2026 launch. Updates will roll out via @mickeymouse and @f1 on social platforms, with more announcements promised in the coming months.
While purists may raise an eyebrow at cartoon characters in the paddock, the business case is clear: broaden the base, grow the brand and bring the next generation into the fast lane - ears and all.
