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Formula One and media giant Disney have agreed a licensing deal commencing in 2026.

Contract:

The collaboration will focus on Disney’s ‘Mickey & Friends’ property

Mickey Mouse and other Disney characters will be brought to Formula One through experiences, content, and merchandise around the world

Context:

Formula One is doubling down on licensing deals. This is a far cry from its days under the leadership of Bernie Ecclestone, who said the series did not need to chase a new younger audience.

Signing a deal with Disney – and specifically Mickey & Friends – is probably as far as you can get from Ecclestone’s belief. The pact also adds to similar collaborations with Lego and Mattel that underline just how important the younger generation now is to Formula One.

The deal was unveiled on the first day of Licensing Expo in Las Vegas, emphasising both the series’ focus on the US market and its investment into Vegas as a Formula One destination. The Grand Prix Plaza is now fully operational in the city, so Disney will likely receive a lot of visibility throughout the venue.

Comment:

“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,” said Emily Prazer, chief commercial officer of Formula One.

“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.

“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.”

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