The Walt Disney Company is making its first major splash in Las Vegas next month with the debut of “Fuel the Magic,” a high-profile collaboration with Formula 1 during the F1 Las Vegas Grand Prix. The campaign will blend Disney’s signature characters, live performances, and exclusive merchandise throughout race week.
Mickey Mouse, Minnie Mouse, Donald Duck, Daisy Duck, Goofy, and Pluto will appear across multiple F1 events, culminating on race day—November 22—with the Disneyland Band performing the national anthem and “Maestro Mickey” headlining a live production in front of the Bellagio Fountains.
Select grandstand ticket holders will also enjoy an exclusive pit-lane walk alongside the characters before qualifying.
“Fans can now experience Mickey & Friends in the thrilling world of Formula 1 through special events, content, and merchandise,” Disney said in a Wednesday press release accompanying an Instagram video of F1 cars leaving skid marks in the shape of Mickey’s iconic ears.
The partnership includes two premium race-viewing packages in the East Harmon Zone by Virgin Hotels Las Vegas, starting at $2,250. Both Main Grandstand and Skybox options offer three-day tickets, pit-lane access, and views of the Heineken Silver Stage.
A Radical Shift in Disney’s Playbook
Long known for steering clear of gambling, Disney’s Vegas debut marks a surprising change of course. Despite rumors over the years, the company’s presence in Sin City has been limited to “Disney on Ice” performances and a short-lived immersive animation exhibit at The Shops at Crystals.
In 2019, CEO Bob Iger told CNBC he couldn’t see Disney “getting involved in the business of gambling.” Historically, the company:
- Prohibited casinos on its cruise ships
- Ended licensing deals for Star Wars and Marvel slot machines
- Lobbied against gambling expansion near Walt Disney World
- Helped derail 21st Century Fox’s plan for a theme park at Malaysia’s Resorts World Genting
But times—and markets—change. Disney took its first step into wagering in 2023 with the launch of ESPN BET, signaling a new era for the brand.
Now, with its F1 partnership, it seems Disney’s days of avoiding Las Vegas are officially over.
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