Disney and Formula 1 extend partnership through 2028 season with new Cars-themed merchandise line.

Disney and Formula 1 have extended their partnership through the 2028 season, continuing a successful collaboration. The expanded deal introduces a new merchandise line featuring Disney and Pixar's *Cars* characters, marking Disney's first F1 collection beyond Mickey & Friends.

The Partnership

Disney and Formula 1 first announced their partnership in 2025 and kicked off the collaborative Fuel the Magic campaign with a flashy Las Vegas Grand Prix launch party. The original partnership was set to last through the 2027 season, but now the two high-energy global brands with fully engaged fan bases have signed a deal to extend the partnership through the 2028 season.

New Merchandise Line

The Fuel the Magic campaign includes experiences andat race weekends around the world, plus merchandise themed to specific races and characters available at select races and online. A new Disney-branded franchise onto the circuit will also be introduced, featuring a collection of new merchandise themed around the iconic racing movie *Cars*. This new merchandise collection also marks the first time Disney will have a F1 collection beyond Mickey & Friends.

Debut and Events

The Cars-themed collection will officially debut at D23: The Ultimate Disney Fan Event, then at the Formula 1 Gran Premio D’Italia 2026 in Monza this September. Fans attending the Italy race can also catch Lightning McQueen in person, with an all-new livery.

Quote from Emily Prazer

“Building on the momentum established with Mickey & Friends, expanding our partnership to include Pixar’s Cars, debuting at Monza, presents an exciting opportunity to ‘Fuel the Magic’ by bringing together two fandom communities that share the same love of speed, spectacle and heart,” said Hastings.

History of Formula 1 and Cars

What’s notable is that this isn’t the first time the worlds of Formula 1 and Cars have crossed over. Former F1 World Champion Lewis Hamilton made a cameo in Cars 2, appearing as the McLaren MP4-12C supercar, and in Cars 3 as a digital assistant.

Disney’s Branded Campaigns

Disney’s branded campaigns alongside Formula 1 continue to tell unique stories, which keep old and new fans engaged. Formula 1’s global audience is near 820 million, but about 57% of new fans are under 35, and nearly half are women. These fans often come to the sport through socialand merchandise presence from brands they already interact with.

Previous Collaborations

After the launch of Fuel the Magic at the Formula 1 Las Vegas Grand Prix 2025, which included an exclusive show with Mickey Mouse at the Fountains of Bellagio, the two brands have seen successful campaigns come to life in unique ways. One of the biggest was just months ago when Disney pushed into women’s racing at the Formula 1 Grand Prix du Canada with a designated merchandise line spotlighting F1 ACADEMY featuring Minnie Mouse and Daisy Duck.

Auction for Make-A-Wish

Additionally, at the 2026 Formula 1 British Grand Prix, Disney and Formula 1 partnered with Make-A-Wish. A custom Disney-inspired racing helmet was signed by 20 current drivers, including Hamilton, Lando Norris, Carlos Sainz, and Charles Leclerc. The helmet went to auction and sold for a record-breaking $210,000, with net proceeds donated to Make-A-Wish International.

Quote from Emily Prazer

“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. Extending our relationship reflects the strength of that collaboration, and our ambition to continue creating new experiences for fans around the world,” said Prezer.