Formula 1 extends Disney partnership through 2028 as Pixar’s Cars joins the deal

Formula 1 expands its Disney strategy

Formula 1 has extended its commercial partnership with Disney through the end of the 2028 season, adding Pixar’s Cars franchise to a collaboration that has already moved well beyond a conventional sponsorship arrangement.

The latest phase introduces the Cars universe to F1’s commercial ecosystem. Disney has confirmed that Lightning McQueen will appear at Monza in an all-new look, although the design has not yet been revealed. Details on how McQueen and the wider Cars cast will feature remain limited, but merchandise is expected to be a central element of the expanded agreement.

A commercial partnership built around engagement

The move reflects F1’s continuing effort to reach audiences beyond its traditional sports base. When the partnership was first announced, F1 chief commercial officer Emily Prazer presented Disney’s appeal as a way to broaden the series’ reach. F1 also highlighted strong engagement among children and under-25s across its social media channels.

That ambition has become increasingly visible over the past 18 months. The collaboration has included trackside appearances, city-centre activations, limited-edition products and a season-long digital comic series produced with Webtoon. Special events have also been staged at grands prix including Las Vegas, Shanghai and Silverstone, creating touchpoints beyond the race itself.

The extension underlines the value both parties appear to see in combining storytelling, consumer products and live experiences. Earlier this year, Disney and F1 described the relationship as a way to connect those elements with F1’s global audience of more than 800 million fans. The strategy sits within a wider motorsport entertainment landscape, including Formula E’s global Disney+ and ESPN+ streaming deal.

Why Cars is a natural fit

Although Pixar’s animated franchise is rooted more in NASCAR-style racing culture than Formula 1, Cars remains one of the most successful motorsport-themed entertainment properties created. After two decades spanning films, merchandise and Disney Parks, it is an obvious fit for F1’s growing entertainment ambitions.

Disney reported an estimated $10 billion in global merchandise sales in the five years after the original film’s 2006 release, while the franchise is estimated to have generated $21.5 billion in lifetime revenue, including roughly $19.1 billion from merchandise. As F1 pushes further into mainstream entertainment and lifestyle markets, Lightning McQueen may become one of its clearest crossovers yet.