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Disney and Formula 1 extend their brand partnership through 2028 and bring Pixar’s Cars into the mix
The Apex Times

THE APEX TIMES

Business/The Apex Times/Aug 13, 8:09 PM EDT

Disney and Formula 1 extend their brand partnership through 2028 and bring Pixar’s Cars into the mix

The extended deal, unveiled at D23, expands a Disney x Formula 1 program that blends fan experiences and merchandise, adding a new Cars collection and continuing the “Fuel the Magic” theme.

By The Apex Times Newsroom3 min readAI-assisted Apex article

Disney and Formula 1 have extended their long-running consumer partnership through 2028, the companies announced on August 14. The expansion also marks a shift in the creative scope of the program, with Disney and Pixar’s Cars being added alongside the previously featured Mickey & Friends branding.

The announcement was made at D23: The Ultimate Disney Fan Event, Disney’s biennial fan convention. During the event, attendees can view the newly announced Disney and Pixar’s Cars Collection with Formula 1, shop related merchandise at a Disney Store booth, and take part in a Disney x Formula 1 “Fuel the Magic” photo experience.

Disney said the collaboration, launched in 2025, mixes Disney storytelling with racing fandom through “immersive experiences, engaging content, and bespoke merchandise” designed for fans worldwide. The 2028 extension adds what Disney described as a full new season beyond the original plan.

A key on-site moment at D23 is centered on merchandise and collectibles. Disney said it will display a Disney Store first to market assortment, including an exclusive pin, hat and fleece, plus die-cast vehicles from Mattel. The Cars collection is also tied to a motorsports setting: the program is designed to debut at Monza, Formula 1’s Italian race weekend.

Disney’s Consumer Products marketing executive Joss Hastings said the partnership aims to deliver Disney magic “at home, trackside or engaging on social,” and framed the expanded program as a way to bring together two fan communities that share “speed, spectacle, and heart.” Hastings described Cars as a natural next step after building “momentum” with the Mickey & Friends version of the collaboration.

On Formula 1’s side, Emily Prazer, the league’s Chief Commercial Officer, said the partnership’s early success showed what is possible when “globally loved brands” align around fan engagement. Prazer called the new merchandise collection a “natural next step,” adding that for many fans Cars was an early introduction to the thrill of racing, and that the crossover is meant to celebrate the sport’s enduring appeal using familiar characters.

The companies also highlighted charitable and community tie-ins associated with the program. They pointed to a record-breaking Make-A-Wish auction and said a second custom Mickey Mouse-inspired Bell Racing helmet would be shown at D23. Fans in the United States can enter a Prizeo sweepstakes for a replica, with net proceeds benefiting Make-A-Wish America, according to Disney’s announcement.

Disney portrayed the collaboration as an all-in-one fan platform that spans entertainment content, merchandise, and community impact. It said Cars has “thrilled fans through films, products and Disney Parks attractions” for two decades, and described an in-race activation that brings Lightning McQueen, the Piston Cup champion, to Monza in what it called an all-new look. Formula 1 and Disney also said they will continue “Fuel the Magic” year-round via original content, including a WEBTOON comic series.

The rollout details include specific timing for online shopping. Disney said the Disney and Pixar’s Cars Collection with Formula 1 will be available to shop online on August 14 at 9 a.m. local time, with select items becoming more widely available on August 27. Disney added that the collection will then arrive at the Formula 1 Official Online Store and at the Formula 1 Gran Premio D’Italia 2026 in Monza in September. The announcement did not specify pricing, quantities, or the overall commercial economics of the extended deal, including whether the partnership includes guaranteed rights fees, minimum commitments, or performance-based terms.

Looking ahead, what to watch is how the expanded lineup performs with fans during the Monza activation and the broader 2028 run Disney indicated is now covered. The program’s emphasis on merchandise drops, in-person photo experiences, and original content suggests the companies are betting that racing’s seasonal calendar plus Disney’s brand ecosystem can reinforce each other. Additional details on 2028 season activations were described as forthcoming in the coming months.

Why It Matters

  • Brand partnerships like this are increasingly structured around evergreen fan engagement, using merchandise releases and content to keep tie-ins active between race weekends.
  • Adding Cars suggests Disney is widening the partnership beyond Mickey & Friends and targeting a larger set of family and motorsports-oriented audiences.
  • The extended timeline through 2028 indicates Formula 1’s ongoing push to deepen consumer visibility outside of broadcast, particularly in mainstream retail and theme-adjacent storytelling.

Sources

Key Facts

  • Disney and Formula 1 extended their consumer partnership through 2028 and expanded the collaboration to include Disney and Pixar’s Cars.
  • The program was launched in 2025 and blends Disney storytelling with racing fandom through immersive experiences, content, and merchandise.
  • The extension was unveiled at D23: The Ultimate Disney Fan Event, where attendees can view and experience the new Cars-related collaboration and “Fuel the Magic” activations.
  • Disney and Pixar’s Cars Collection with Formula 1 will debut in connection with Monza, with online availability beginning August 14 and broader availability starting August 27.
  • Formula 1 and Disney said the collaboration continues year-round through original content, including a WEBTOON comic series, and through retail placements on F1 Store and.
  • Disney referenced a charitable component tied to a Make-A-Wish auction and said a Prizeo sweepstakes for a replica Bell Racing helmet benefits Make-A-Wish America.

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Disney and Formula 1 extend their brand partnership through 2028 and bring Pixar’s Cars into the mix | The Apex Times