Fuel The Magic Kicking Off 2026 Season

Near the tail end of the F1 season, they launched a campaign with Disney at the Heineken Las Vegas Grand Prix to showcase the racing culture through storytelling, retail activations and attract experiences. With a global fan base of 827 million worldwide, the collaboration will expand with new content, merchandise, and an immersive experience for fans. With some locations featuring fanzone retail pop-ups showcasing host city-inspired merchandise.

The centerpiece of this campaign is ‘Mickey X Formula 1 Racing to the Top!’, an original vertical comic series in partnership with WEBTOON. The launch date is March 6 and it will be exclusively available on WEBTOON’s global platforms, with new episodes linked to each race weekend. With this new partnership, they believe they are offering more unique ways for new and existing audiences to engage with the sport and experience race events like no other.

As Formula 1 enters a pivotal competitive era in 2026, “Fuel the Magic” positions the sport at the intersection of motorsport, entertainment and consumer culture — targeting a younger, more diverse fan base while reinforcing its status as a global lifestyle brand.