For more than a century, Disney has remained at the heart of culture by continually evolving and meeting fans in the moments and spaces that matter to them. Sports are one of today’s most powerful touchpoints, and Disney is tapping into that passion with collaborations that blend its storytelling legacy with the excitement and scale of global athletics.
“Sports remain one of the most unifying cultural forces in the world,” said Tasia Filippatos, President, Disney Consumer Products. “By infusing Disney’s storytelling into the energy of global sports fandoms, we’re creating experiences and products that connect with consumers in powerful new ways.”
Disney’s latest consumer products collaborations underscore a strategic expansion that strengthens both its business and brand, deepening fan engagement and reinforcing its position as a cultural leader.
Initiatives like Formula 1’s “Fuel the Magic,” MLB-themed trading cards, and Marvel x Adidas exemplify how Disney creates experiences that resonate across generations and geographies. These efforts not only drive consumer products growth but also ensure Disney remains the leader in dynamic lifestyle categories where fandom and creativity intersect.
Mickey & Friends join the high-speed world of Formula 1
Through strategic partnerships across leagues and teams, Disney is opening new pathways for engagement and expanding the ways audiences interact with our brands.
This weekend at the Las Vegas Grand Prix, Disney and Formula 1’s “Fuel the Magic” campaign kicked off, bringing all-new products, trackside experiences, and digital content to the nearly 860 million Formula 1 fans across the globe.
“Fuel the Magic” connects Disney’s storytelling power with the excitement of one of the world’s fastest-growing sports, elevating fan experiences and aligning F1 with a brand synonymous with innovation and magic.
Disney x Topps unveil MLB-themed Disney trading cards
Disney and Topps recently introduced the first-ever MLB-themed Disney trading cards that tap into sports heritage and nostalgia and showcase classic characters in authentic MLB uniforms representing all 30 teams.
By featuring timeless characters like Mickey Mouse, Goofy, and Donald Duck in official MLB gear, Disney bridges generations of fans with a fresh twist on a favorite pastime.
For partners like Topps, working with Disney means leveraging a global entertainment powerhouse that can amplify fan connection, expand reach, and deliver experiences that celebrate both legacy and innovation.
Marvel x Adidas x Real Madrid & All Blacks: A heroic collaboration
Announced Nov. 18, Marvel, Adidas, Real Madrid CF and New Zealand’s All Blacks debuted a limited-edition apparel line inspired by an epic comic book narrative where football, rugby, and superheroes unite to create a bold statement for fans.
This collection fuses signature comic-book creativity with the power of sports, reinforcing Disney’s ability to innovate beyond traditional entertainment and engage fans in new lifestyle experiences.
Adidas and elite sports teams work with Disney because it’s a brand that commands worldwide recognition, drives consumer passion, and creates products that resonate across fan communities and markets.
NBA x Marvel x Macy’s: Where fandom meets fashion
In October, Disney launched a lifestyle collection that combines Marvel’s cultural influence with NBA fandom to create an immersive retail experience exclusively at Macy’s. The limited-edition Spider-Man-inspired line featured apparel, accessories and home décor, bringing together three influential brands in a bold display of cross-category innovation.
These efforts reflect Disney’s commitment to shaping the next century of fan engagement, ensuring our timeless stories continue to inspire audiences wherever they gather to celebrate the teams and moments they love.