Formula 1: after Lego, FOM joins forces with Disney to target young people with derivative products

Media and entertainment conglomerate The Walt Disney Company has entered into a licensing agreement with Formula One Management that will begin in 2026, announced FOM on 20/05/2025.

As part of this collaboration, through which Disney will showcase its historic Mickey Mouse character, "fans can look forward to seeing Mickey and friends in the high-speed world of Formula 1 through experiences, content, and merchandise around the globe," said Formula One Group's commercial company, which will present the partnership's associated features at a later date.

FOM is thus continuing its strategy aimed at capturing younger audiences. "In recent years Formula 1 has seen a huge surge in growth with younger fans and data shows that more than four million children aged 8-12 now actively follow the sport across the EU and US, while 54% of followers on TikTok and 40% on Instagram are now under 25 years old," explained FOM.

The collaboration "fits perfectly with our strategy to step outside the world ofs port, and into a broader consumer market, and in return we're introducing Disney to our 820…