Disney Expands Fuel the Magic Campaign Into F1 Academy Partnership

Disney accelerates its Fuel the Magic campaign through a groundbreaking new partnership with F1 Academy

Disney is shifting into high gear! During a major announcement at the South by Southwest® (SXSW) Conference in Austin, Texas, Tasia Filippatos, President of Disney Consumer Products, revealed an exhilarating expansion of the “Fuel the Magic” campaign.

As excitement builds for the Formula 1 Chinese Grand Prix, Disney has confirmed a brand-new collaboration with F1 ACADEMY, placing two of our favorite icons—Minnie Mouse and Daisy Duck—front and center of the racing world this spring.

This partnership isn’t just about speed; it’s about empowerment. The collaboration aims to connect classic Disney storytelling with a platform dedicated to the next generation of female drivers.

“Our collaboration with Formula 1 sparked a cultural moment with fans worldwide, and expanding into F1 ACADEMY opens an exciting new chapter in that story,” said Tasia Filippatos. “With Minnie Mouse and Daisy Duck leading the way, we’re celebrating confidence, friendship, and individuality while connecting Disney storytelling with a sport empowering the next generation of female athletes.”

What Fans Can Expect This Spring:

• Exclusive Merchandise: High-speed fashion and collectibles featuring Minnie and Daisy in their racing best.
• On-Site Experiences: Unique character appearances and fan activations at select racing events.
• Original Content: New digital and media stories bringing the magic of Disney to the racetrack for fans old and new.

This move marks a significant continued investment by Disney into sports culture and youth fandom. By extending their multi-year relationship with Formula 1 into the F1 ACADEMY, Disney is helping to champion a more inclusive future for motorsports while giving fans a whole new way to interact with their favorite characters.

Emily Prazer, Chief Commercial Officer of Formula 1 and President & CEO of Las Vegas Grand Prix, said: 

“Disney is a global storytelling powerhouse that unites young and old generations alike, while celebrating individuality. It’s therefore a natural step as part of our collaboration for it to support F1 ACADEMY, a series that champions women, encourages them to get involved in our sport and ultimately thrive. It marks another momentous step in how we continue to build impactful integrations that not only deliver enormous fan engagement but underline the values of our wider sport.”

The announcement marks Disney’s continued investment in sports culture and youth fandom, extending the momentum of its multi-year relationship with Formula 1 into a platform dedicated to shaping the future of the sport. 

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