Sure, you learn that proper – Method 1 has introduced it has struck a partnership with Disney that may see Mickey & Associates make an look on this planet’s quickest motor racing sequence subsequent 12 months. And yeah, this author needed to do a double take, too.
Earlier than you get the mistaken thought, no, Mickey Mouse, Minnie, Donald Duck and Goofy aren’t all of a sudden going to be duking it out towards Verstappen & Co on racetracks throughout the globe. As an alternative, that is merely a advertising collaboration that may put Walt Disney’s iconic characters on F1’s “experiences, content material and merchandise” worldwide, the 2 firms mentioned in a press release. Guess we’ll all be looking for the Hidden Mickey from subsequent 12 months onwards.
This unlikely pairing was pushed by a “big surge in development with youthful followers” F1 has seen lately, with information exhibiting that greater than 4 million kids aged eight to 12 are actually actively following the game in Europe and the US. It additionally claimed that 54% of its followers on TikTok and 40% on Instagram are actually beneath the age of 25.
The ever-younger viewers has been mirrored by F1’s shift in its advertising offers in direction of people who attraction to children, together with with Lego and Sizzling Wheels simply this previous 12 months. This goes hand in hand with the better commercialisation of the game as an entire, which noticed it add LVMH to its books this 12 months; it’s going to even be the topic a film starring Brad Pitt that might be out June 25.
“As we have a good time practically a century of Mickey Mouse & Associates, our collaboration with Method 1 gives a novel alternative to deliver two powerhouse leisure properties collectively to create merchandise that followers will love,” mentioned Disney Client Merchandise president Tasia Filippatos. “This thrilling collaboration will unfold throughout a worldwide stage, with unforgettable content material and experiences tailor-made for Disney and F1 followers alike.”
Method 1’s chief business officer Emily Prazer added, “Our collaboration with Disney is about to be a superb one, as we introduce the world of Mickey & Associates to our followers, and vice versa. It matches completely with our technique to step exterior the world of sport and right into a broader client market, and in return we’re introducing Disney to our 820 million followers worldwide.”
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