Disney extends Formula 1 partnership through 2028

The Walt Disney Company and Formula 1 have agreed to extend their commercial partnership through the 2028 season, officials said. The collaboration began in 2025 and was previously set to run through 2027, with the updated deal adding one additional year to the original term.

Officials described the partnership as a platform that places Disney intellectual property inside Formula 1’s global event calendar. The arrangement connects entertainment franchises to race-weekend experiences and related consumer products, with both sides positioning the racing series as a recurring stage for brand-led marketing and fan engagement.

Cars collection set for D23 and Monza 2026 Merchandise expansion brings Pixar into the lineup Under the expanded multi-year agreement Under the expanded multi-year agreement, the companies said a new merchandise line will introduce characters from the Pixar franchise. This broadens the collaboration beyond the existing Mickey & Friends branding, widening the range of characters associated with Formula 1-linked products. Officials said the products will be sold through retail operations at selected race weekends and through official online channels. The companies did not specify which events will have on-site retail beyond confirming that selected weekends will be included. Cars collection set for D23 and Monza 2026 A new Disney and Pixar’s Cars collection is set to debut at D23: The Ultimate Disney Fan Event and the Formula 1 Gran Premio D’Italia 2026 in Monza this September, the companies said. Characters including Lightning McQueen will be central to the range. Officials said the Cars collection will include apparel, accessories, and collectibles. Beyond the newly announced product debuts, officials did not provide further detail on additional event-specific activations tied to the extended timeframe.

Building on “Fuel the Magic” and cross-promotional aims

The extension follows the earlier “Fuel the Magic” campaign, which officials said launched at the Las Vegas Grand Prix in 2025. Officials said the partnership is designed to develop cross-promotional content and to use overlapping fan communities to help sustain audience growth and lift merchandise revenue. Officials also linked the collaboration to Formula 1’s Officials also linked the collaboration to Formula 1’s demographic profile, pointing to a significant concentration of fans under 35 years old. The two brands said they aim to meet younger audiences where sports and entertainment interests overlap, while keeping activations visible across multiple touchpoints.

Philanthropic elements included, details limited Beyond commercial retail activity, officials said the renewed partnership includes philanthropic elements, citing recent high-value charity auctions. However, officials did not provide additional details on upcoming initiatives, and it remains unclear how the longer timeline will translate into further activities beyond the newly announced product launches.

The companies said the agreement reflects an ongoing commitment to entertainment-based marketing in a competitive sports media environment, where maintaining global viewership and cultivating brand loyalty remain priorities.