Mickey Mouse in a race car? It could soon be a reality. Formula 1 and Disney have announced a partnership starting from 2026. The collaboration between the two will primarily translate into new experiences, content, and derivative products for fans.
After Formula 1 previously entered into a long-term partnership with LEGO, it’s now Disney’s turn. The media conglomerate will introduce beloved character Mickey Mouse to the premier class from 2026. Through experiences, content, and merchandise, Mickey & Friends will increasingly be seen on Formula 1 circuits.
Formula 1 is entering into the partnership with the company because the fan base of the motorsport is becoming increasingly younger. More than four million children between the ages of eight and twelve in Europe and the United States follow Formula 1 closely. Currently, 54% of the TikTok followers and 40% of the Instagram followers of the premier class are under 25 years old.
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Disney announced the partnership on their social media channels on Tuesday.
‘It’s Going to Be Great’
Emily Prazer, Commercial Director of Formula 1, is already looking forward to the partnership with the Walt Disney Company. “Our collaboration with Disney is going to be great, as we introduce the world of Mickey & Friends to our fans and vice versa,” explains Prazer. “The partnership fits perfectly into our strategy to step outside the sports world and into a broader consumer market. In return, we introduce Disney to our 820 million fans worldwide.”
Disney is also eager to get started with Formula 1. “As we celebrate nearly a century of Mickey Mouse & Friends, our partnership with Formula 1 offers a unique opportunity to bring two powerful entertainment brands together to create products that fans will love,” adds Tasia Filippatos, President of Disney Consumer Product. “This exciting collaboration will unfold on a global stage, with unforgettable content and experiences tailored for both Disney and F1 fans.”
(Photo credit: Disney)
