Disney Expands F1 Partnership With Shanghai Disneyland Activation

Disney has expanded its Formula 1 partnership to include F1 Academy, the all-women racing championship, with Shanghai Disneyland confirmed as a primary activation hub for the collaboration.

The announcement was timed to coincide with the 2026 Formula 1 Chinese Grand Prix in Shanghai, with F1 Academy Managing Director Susie Wolff photographed alongside Minnie Mouse and Daisy Duck at Shanghai Disneyland to mark the launch.

Minnie Mouse and Daisy Duck Named as F1 Academy Ambassadors

Disney selected Minnie Mouse and Daisy Duck as the faces of the F1 Academy collaboration, featuring the characters in exclusive merchandise, on-site experiences, and original content.

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Tasia Filippatos, President of Disney Consumer Products, said the initiative celebrates "confidence, friendship and individuality." Wolff described the partnership as bringing together "two worlds united by creativity, ambition, and a belief in what's possible."

The F1 Academy-specific merchandise collection is set to debut in spring, aligning with the F1 Academy race calendar. The rollout extends to collectibles and lifestyle products through named global partners Miniso and Culture Kings, with city-specific capsule collections debuting at Grand Prix events throughout the season.

Emily Prazer, Chief Commercial Officer at Formula 1, described Disney as a "global storytelling powerhouse" and said the partnership supports F1 Academy's mission to encourage female participation in motorsport.

F1 Academy Attracts Major Consumer Brands Ahead of 2026 Season

The Disney announcement adds to a growing list of consumer brand partnerships around F1 Academy for the 2026 season.

Sephora entered as F1 Academy's Official Beauty Retail Partner for 2026, marking the brand's first global motorsport sponsorship. Sephora is sponsoring rookie driver Natalia Granada in a SEPHORA-operated PREMA car and activating glam bars at select races and 18 F1 Grands Prix Paddock Clubs. Sephora's 2026 activation begins in Shanghai.

Wella Professionals secured a multi-year F1 Academy partnership beginning at Round four of the 2025 season, sponsoring driver Joanne Ciconte in the Wella-operated MP car, tied to the brand's "Make It You" campaign.

All 10 Formula 1 teams have committed to multi-year support for F1 Academy drivers and liveries. Cadillac is confirmed to join F1 Academy from 2027.

Disney's "Fuel the Magic" Campaign Spans Full 2026 F1 Season

The F1 Academy expansion is part of Disney's broader multi-year "Fuel the Magic" campaign covering the full 2026 Formula 1 season.

A global Disney x Formula 1 apparel collection launched on March 12, featuring streetwear-inspired tees, outerwear, sweatshirts, and caps. Mickey and Minnie Mouse previously debuted F1-inspired outfits as part of the same campaign.

Disney's ad-supported platform reaches 164 million global users, according to Rita Ferro, President of Global Advertising at Disney. Disney's women's sports advertising strategy has achieved nearly 90% sell-through for WNBA playoff inventory on ESPN properties.

F1 Academy broadcasts across more than 35 broadcasters in 160-plus territories. A Netflix documentary titled "F1: The Academy" further extends the series' reach beyond traditional broadcast channels.

The F1 Academy merchandise collection is expected to roll out in the weeks ahead, with additional product reveals tied to the race calendar running alongside Formula 1 Grands Prix throughout the season.