Formula 1 and Disney are collaborating to provide experiences, content and merchandise inspired by the Mickey & Friends brand from 2026.
In a press release, Formula 1 said it has enjoyed an increase in younger fans in recent years, with data showing that more than 4 million children aged between 8 and 12 now actively follow the sport across the EU and US.
Additionally, 54 percent of followers on TikTok and 40 percent on Instagram are now under 25 years old.
Emily Prazer, chief commercial officer of Formula 1, said: “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.”
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.”
F1’s young fanbase is growing
Tasia Filippatos, president of Disney Consumer Products, 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.”
Earlier this month, a new Formula 1 entertainment destination opened at the Grand Prix Plaza multi-use complex in Las Vegas.
Formula 1 also has F1 Arcade locations in the US and UK, as well as a travelling exhibition.
Images courtesy of Disney and F1
