Formula 1 and Disney Extend Fuel the Magic Partnership Through 2028, Adding Pixar's Cars

What happened

Formula 1 and Disney have confirmed an extension of their "Fuel the Magic" collaboration through to the end of the 2028 season. As part of the renewed deal, Disney and Pixar's Cars franchise will be brought into the partnership, linking one of the world's most recognisable animated racing properties with the real world championship. The extension was announced jointly and has been reported by both Formula One World Championship Limited's own channels and ABC7 Los Angeles, indicating the deal has been formally confirmed rather than merely rumoured.

The context and stakes

The original Fuel the Magic tie-up between F1 and Disney has served as a promotional and content partnership, giving the sport access to Disney's vast entertainment reach while allowing Disney to tap into F1's rapidly growing global audience, particularly in North America. F1's popularity in the United States has surged in recent years, helped by expanded television coverage and increased mainstream visibility, and Disney owns ESPN and ABC, both significant broadcasters of American sport. Bringing in Pixar's Cars adds a recognisable family entertainment brand to the collaboration, potentially widening F1's appeal to younger and more casual audiences who may know the sport through the animated franchise rather than through traditional race coverage.

For Disney, the extension secures a multi-year link to one of the fastest growing sports properties globally at a time when live sports rights and content remain a priority across its portfolio. For F1, aligning with a globally beloved family brand like Cars offers a route into merchandising, content crossovers and audience development that stretches beyond the core racing fanbase. Locking the agreement in through 2028 also gives both parties a stable, multi-season platform to build campaigns, content and activations around, rather than negotiating on a shorter cycle.

What comes next

With the extension confirmed through the 2028 season, attention will now turn to how the Cars element of the partnership is rolled out across future seasons, including any content, promotional tie-ins or on-site activations that stem from combining the animated franchise with the real championship. Given Disney's ownership of ESPN and ABC, there is likely to be continued crossover between the entertainment side of the partnership and the broadcast side, though specific programming details tied to the Cars addition have not yet been outlined in the confirmations so far. As the 2026 season and beyond unfolds, further specifics on how the extended collaboration will be activated are expected to emerge from both organisations.