Disney signs F1 partnership copying McDonald's strategy
F1 and Disney announce a worldwide collaboration for 2026, with the presence of Mickey and the various Disney characters more pronounced in order to appeal to an ever-younger audience and generate appeal for families.
Formula 1 takes a new step in its diversification strategy by announcing a global collaboration with Disney, planned for 2026. This alliance will see the integration of the iconic characters Mickey Mouse and his friends into the motorsport universe, through experiences, content, and merchandise aimed at fans worldwide.
Emily Prazer, Chief Commercial Officer of Formula 1, stated: "Our collaboration with Disney will be brilliant, as we introduce the world of Mickey & Friends to our fans, and vice versa. This perfectly fits into our strategy of moving beyond the sports world and entering a wider consumer market, and in return, we present Disney to our 820 million fans worldwide. It's a fantastic combination because both brands are known for pushing boundaries and bringing entertainment and excitement to millions of people, so I'm excited to see what our teams will come up with for the track and beyond."
Tasia Filippatos, president of Disney Consumer Products, added: « As we celebrate nearly a century of Mickey Mouse & Friends, our collaboration with Formula 1 offers a unique opportunity to bring together two powerful entertainment properties to create products that fans will love. This exciting collaboration will take place on a global stage, featuring unforgettable content and experiences tailored to Disney and F1 fans. »
Diario AS
This initiative comes at a time when Formula 1 is experiencing significant growth among younger audiences. Recent data indicates that more than four million children aged 8 to 12 actively follow the sport in Europe and the United States, while 54% of subscribers on TikTok and 40% on Instagram are under 25 years old.
A McDonald's strategy
McDonald's is known for being the company that implemented a strategy to win over families through children with its Happy Meal. By accompanying the growth of children, the company hoped to retain these same children as adults. And it worked because now, as parents, they take their own children to McDonald's. Very inspiring in the world of marketing, children have never openly been the target of Formula 1, which was intended to be reserved for business and conducive to deal negotiations.
However, for several years now and with the takeover by Liberty Media, tools have been implemented for children, including a F1 channel for kids, a partnership with the globally renowned construction games Lego, and now this announcement with Disney's Mickey & Friends.
