The Formula 1 season is in full swing, with the Grand Prix’s world tour hitting its peak as it races through iconic cities around the globe, thrilling millions of fans who cheer on theirĀ favorite drivers and teams.
This time, it made a strategic stop at Disney World, and a new driver, who looks a lot like Mickey Mouse, has joined the race.
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Formula 1 is the world’s most prestigious motor racing competition and holds the number one spot in annual sporting events worldwide.Ā
For decades, Formula 1 has been particularly popular among an older crowd. However, it has started gaining traction among younger generations, diversifying its audience and growing its viewership.Ā
Now, with only a few months remaining before the Grand Prix events in the U.S., Disney DIS and Formula 1 took advantage of this time to unveil something exciting.
A new collaboration is a win-win for both Disney and Formula 1.
Image source: Gary Hershorn/Getty Images
Disney and Formula 1 make an unexpected announcement
Disney and Formula 1 have launched aĀ collaboration, expected to unfold in 2026.Ā Although an unlikely pair, there’s a reason for this unexpected partnership that benefits both brands.Ā
Formula 1 has grown immensely popular among younger viewers over the last few years. More than four million children aged 8-12 actively follow the sport across the EU and the U.S., with 54% of followers on TikTok and 40% on Instagram now under 25 years of age, according to stats fromĀ Formula 1.
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This new collaboration is a win-win situation for Disney and Formula 1, since it expands brand recognition across each other’s target audiences.
“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 weāre introducing Disney to our 820 million fans worldwide,” said Formula 1 Chief Commercial Officer Emily Prazer in the announcement.
Disney and Formula 1 reveal huge teases in the upcoming partnership
No specific details about the collaboration have been revealed, as more information will be shared in the next few months. However, both companies dropped a few teases about the partnership and even posted a video on TikTokĀ with more insight.
Disney’s Consumer Products President Tasia Filippatos said combining both brands is an excellent opportunity to create products that fans will love. This could mean a potential merchandise launch is in the works.
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She also teased that the collaboration will unfold globally through content, events, and immersive experiences for both fan bases.
“This exciting collaboration will unfold across a global stage, with unforgettable content and experiences tailored for Disney and F1 fans alike,” said Filippatos.
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