Disney has announced a new agreement with Formula 1. The existing collaboration between the two parties has been extended until 2028. The news was announced during D23 in Los Angeles, the biennial Disney convention where panels are organized and updates and announcements about upcoming projects are shared. In addition to the two-year extension, the new agreement includes several new features.
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One of the most notable new collaborations is between Formula 1 and Cars, the highly successful film series from Disney and animation studio Pixar. In honor of the film’s twentieth anniversary, main character Lightning McQueen will appear on the circuit during the race weekend in Monza in a completely renewed look. In addition, Formula 1 and Disney will jointly launch new merchandise.
“The mission of our collaboration with F1 is to bring the magic of Disney to fans in unexpected and creative ways, whether they are watching at home, standing by the track, or active on social media,” responded Joss Hastings, vice president of Disney’s marketing department. “After the success of the collaboration between Formula 1 and Mickey Mouse, we are bringing together two fan communities again with Cars who also share a love for speed, spectacle, and emotion. The future of this collaboration lies in the hands of those fans. It is our task to continue celebrating that passion.”
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Authentic and nostalgic
“The success of our collaboration with Disney has shown what is possible when two globally beloved brands unite around a shared vision of creativity, storytelling, and fan engagement,” added F1 marketing director Emily Prazer. “The extension of this partnership reflects the strength of our collaboration and our ambition to continue creating new experiences for fans around the world.” According to Prazer, the upcoming merchandise collection from Formula 1 and Cars promises to be ‘both authentic and nostalgic.’ “For many fans, Cars was one of their first introductions to racing, making this collaboration a fun way to celebrate the enduring appeal of the sport.”
The new generation of F1 drivers also grew up with the animated film. For example, Racing Bulls driver Liam Lawson has admitted that he was inspired to race at a young age by Cars. “When I was very young, I watched it every other day, really every other day,” he told F1.com. “I must have seen the film hundreds of times.”
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