*Courtesy of Jay Hirano Photography / Shutterstock.*

Apple has secured exclusive U.S. broadcasting rights for Formula 1, bringing live race coverage to its flagship streaming platform, Apple TV. The five-year deal, which begins next season, represents a major expansion of Apple’s sports ambitions and follows the success of ‘F1: The Movie,’ the Brad Pitt-led hit developed in close collaboration with Formula 1.

Although Apple and Formula 1 declined to reveal financial details, sources indicate the tech company outbid ESPN with an offer estimated between $120 million and $150 million annually—well above ESPN’s reported ceiling of $90 million. The move cements Apple’s growing role as a serious player in live sports distribution.

Apple’s relationship with Formula 1 has been years in the making. The company’s senior vice president of Services, Eddy Cue, has longstanding ties to F1 chief executive Stefano Domenicali dating back to Domenicali’s tenure at Ferrari. Their collaboration deepened during production of ‘F1: The Movie,’ for which the racing organization granted filmmakers rare behind-the-scenes access to drivers, teams, and circuits—helping create one of the most authentic depictions of the sport ever seen on film.

Formula 1’s popularity in the U.S. has surged in recent years, driven by new events in Las Vegas, Austin, and Miami. Ratings on ESPN have reflected that momentum; the 2025 British Grand Prix drew 1.5 million viewers, up 19% from the previous year. While still far below the audience size of the NFL or NBA, the series attracts a younger, higher-income demographic that aligns well with Apple’s broader brand and digital strategy.

The streaming-only deal continues a broader shift in how major sports are distributed. As audiences migrate away from cable, leagues from the NFL to MLB have turned to platforms like Prime Video, Peacock, and Netflix to reach new viewers. Free, ad-supported outlets such as YouTube, Tubi, and Roku have also entered the live sports space. For leagues and streamers alike, the strategy is designed to offset declining pay-TV subscriptions and capture audiences on digital platforms.

Apple plans to promote Formula 1 much as it did ‘F1: The Movie,’ which grossed $629 million worldwide—a record for both Pitt and the sports film genre. The film will debut on Apple TV on December 12. To boost visibility, Apple intends to integrate promotional efforts across its broader ecosystem, including its News, Music, Fitness+, and Sports apps.

The timing of the F1 rights deal coincides with Apple’s new content bundle with Peacock, though both companies said the overlap was unplanned. Unlike Major League Soccer—offered as a separate paid subscription through Apple TV—Formula 1 will be included at no additional cost for existing Apple TV users. The decision reflects the sport’s event-based schedule, which is simpler to package within Apple’s core service.

Specific broadcast details, such as commentators and presentation features, are still being finalized. Apple has indicated it plans to share some viewership data as the season progresses, a notable departure from the company’s typically guarded approach to audience metrics.

Formula 1’s own platform, F1 TV Premium, will remain available to U.S. fans through Apple TV and will be complimentary for users who subscribe via Apple.

For Apple, the move strengthens its foothold in live sports, adding to its existing partnerships with Major League Soccer and Major League Baseball. For Formula 1, it represents a powerful opportunity to accelerate growth in the increasingly important American market.

The 2026 season, when the agreement takes full effect, is expected to mark a pivotal moment for the series, with new regulations, teams, and cars set to reshape the grid—and Apple now in the driver’s seat for how American audiences experience it.

TRENDING NEWS