What is the 'Fuel the Magic' campaign?
It's a collaboration between Disney and Formula 1 that brings storytelling, racing culture, and fan experiences to Grand Prix weekends.
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News / Brand Experiences
Disney and Formula 1 Fuel the Magic for the 2026 Race Season
Disney and Formula 1 are reigniting their 'Fuel the Magic' collaboration for the 2026 race season, promising a blend of storytelling, racing culture, and immersive fan experiences at Grand Prix weekends globally. Building on the success of...
Key Insights
- The 'Fuel the Magic' campaign will kick off at the Australian Grand Prix with a racing-inspired content series and continue at the Chinese Grand Prix with fan zone retail pop-ups.
- Disney and WEBTOON have partnered to create 'Mickey X Formula 1 Racing to the Top!', an original comic series launching on March 6 during the Australian Grand Prix.
- Gentle Monster will introduce the 2026 Circuit Collection, an eyewear collaboration with Disney and Formula 1, featuring designs inspired by Mickey & Friends.
- Select Formula 1 races will feature 'Fuel the Magic' fanzone retail pop-ups with new branded merchandise, including race-specific pieces and a core collection from Disney and Formula 1.
In-Depth Analysis
The 'Fuel the Magic' campaign aims to enhance sports tourism by transforming select race weekends into city-wide entertainment and retail experiences. The initiative encourages visitors to extend their stays and explore host destinations like Melbourne and Shanghai. The collaboration extends across select Formula 1 race weekends worldwide throughout the 2026 season, with each participating destination featuring customized elements.
Disney has partnered with WEBTOON Entertainment to launch 'Mickey x F1 Racing to the Top', a vertical comic series. The series will debut during the Australian Grand Prix, releasing new episodes aligned with each race weekend, introducing new characters and high-stakes racing scenarios. The story follows Mickey Mouse and friends as they help a racing team overcome challenges, aiming to engage younger audiences and digital-first fans around the world.
Travelers can expect 'Fuel the Magic' retail pop-ups featuring city-specific apparel and souvenirs, a core Disney x Formula 1 collection, and limited-edition race-weekend releases. Products will be available at F1 Hub, Grand Prix Plaza, and official online platforms, including F1’s website and the Amazon F1 Store (U.S.).
FAQ
Where will the campaign launch?
The campaign will kick off at the Australian Grand Prix and continue at the Chinese Grand Prix.
What kind of products will be available?
City-specific apparel, souvenirs, a core Disney x Formula 1 collection, and limited-edition race-weekend releases will be available.
Takeaways
- The 'Fuel the Magic' campaign offers fans a unique blend of sports and entertainment, with immersive experiences, exclusive merchandise, and digital content. The collaboration aims to enhance the Grand Prix experience, making it more engaging for families and a broader audience.
Discussion
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Sources
Disney and Formula 1® Fuel the Magic for the 2026 Race Season
It's time for motorsport fans to wake up from their hibernation. The 2026 Formula One (F1) season, w..
Melbourne, Shanghai and Global Grand Prix Destinations Transform into Festival Cities with Disney’s Expanded “Fuel the Magic” Collaboration for 2026!
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