Melbourne, Shanghai and Global Grand Prix Destinations Transform into Festival Cities with Disney’s Expanded “Fuel the Magic” Collaboration for 2026!

Published on February 26, 2026

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Melbourne, Australia and Shanghai, China will take center stage in 2026 as The Walt Disney Company expands its multi-year “Fuel the Magic” partnership with Formula One Group across key race destinations worldwide. The initiative, which debuted successfully during the 2025 Las Vegas race, will officially launch its new season activation at the Australian Grand Prix in March 2026, followed by the Chinese Grand Prix scheduled for March 13–15. Designed to enhance sports tourism, the program will transform select race weekends into city-wide entertainment and retail experiences, encouraging visitors to extend their stays and explore host destinations.

Melbourne Opens the 2026 Season

The global rollout begins in Melbourne, one of Australia’s leading event destinations. During the Australian Grand Prix, fans will experience immersive Disney-themed entertainment, interactive zones, and special appearances by Mickey Mouse, Minnie Mouse, Donald Duck, and Goofy. The program will reflect the local culture and energy of the host city, blending motorsport excitement with family-friendly experiences. For international travelers, the event strengthens Melbourne’s appeal as a destination that combines major sporting events, arts, dining, and waterfront attractions.

Shanghai Continues the Early-Season Spotlight

Following Melbourne, the experience moves to Shanghai for the Chinese Grand Prix. As one of Asia’s major international sporting events, the race attracts global visitors and supports broader tourism promotion across the city.

The “Fuel the Magic” activations in Shanghai will include:

• City-inspired themed entertainment
• Localized merchandise
• Interactive fan experiences
• Character appearances integrated into the race atmosphere

This localized approach reflects a growing strategy in global event tourism, where international competitions are designed as multi-day destination experiences rather than single-day events.

A Season-Long Global Travel Experience

The collaboration will extend across select Formula 1 race weekends worldwide throughout the 2026 season. Each participating destination will feature customized elements, allowing fans to experience a different version of the program depending on the city they visit.

The initiative is designed to attract:

• International motorsport travelers
• Families and multi-generational visitors
• Lifestyle and entertainment tourists
• Collectors seeking limited-edition merchandise

By combining sport, entertainment, and retail, the program encourages multi-race travel planning and repeat visits across destinations.

Digital Launch with Global Comic Series

In addition to on-site experiences, Disney has partnered with WEBTOON Entertainment to launch “Mickey x F1 Racing to the Top”, an original vertical comic series.

The series will:

• Debut during the Australian Grand Prix
• Release new episodes aligned with each race weekend
• Introduce new characters and high-stakes racing scenarios
• Highlight teamwork, strategy, and collaboration

The story follows Mickey Mouse and friends as they help a racing team overcome challenges, aiming to engage younger audiences and digital-first fans around the world.

Exclusive Merchandise and Fanzone Retail

Fashion and collectibles will play a major role during participating race weekends. Travelers can expect “Fuel the Magic” retail pop-ups featuring:

• City-specific apparel and souvenirs
• A core Disney x Formula 1 collection
• Limited-edition race-weekend releases

Products will be available at:

• F1 Hub
• Grand Prix Plaza
• Official online platforms, including F1’s website and the Amazon F1 Store (U.S.)

These retail experiences add a destination-specific shopping element, encouraging fans to collect items from multiple cities.

Entertainment Beyond the Track

Throughout the season, Mickey & Friends will appear in race-inspired fashion and themed presentations, bringing a lifestyle dimension to the Formula 1 environment.

Host cities will integrate these elements into their broader event programming, which often includes:

• Fan festivals
• Concerts and cultural events
• Food and lifestyle experiences
• City-wide celebrations tied to race weekend

This approach supports official tourism strategies that position Formula 1 as a major economic and visitor driver.

The Rise of Sports Tourism

Tourism authorities in Formula 1 host destinations consistently highlight the impact of race weekends on:

• Hotel occupancy
• International arrivals
• Local spending
• Extended visitor stays

The expansion of “Fuel the Magic” reflects a broader shift toward:

• Family-friendly event programming
• Experiential travel
• Cross-industry collaborations
• Destination branding through global events

By blending entertainment, digital storytelling, and retail, the initiative aligns with government-backed efforts to strengthen event-led tourism growth.

What Travelers Should Know for 2026

Melbourne

• Launch destination for the global program
• Strong demand for early accommodation bookings
• Ideal for combining the race with regional travel in Victoria

Shanghai

• Major international sporting hub
• Opportunities to pair the event with urban sightseeing and cultural experiences

Other Global Races

• Rotating themed experiences
• Destination-exclusive merchandise
• Potential incentives for multi-city Formula 1 travel itineraries

A New Model for Global Event Travel

The continued expansion of Disney’s “Fuel the Magic” signals a new era where Formula 1 functions as a series of international destination festivals rather than standalone races. With Melbourne and Shanghai leading the 2026 rollout, travelers can expect larger-scale entertainment, city-integrated experiences, and greater family appeal throughout the season. As additional host cities join the program, the collaboration is set to strengthen Formula 1’s position as one of the world’s most dynamic global travel circuits, combining sport, culture, and immersive entertainment into a single international journey.