The deal
The iconic Formula 1 (F1) motor racing series now has a new US broadcast deal sorted for the next cycle, through a major, five-year tie-up with technology giant Apple.
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Through an agreement unveiled late last week, Apple is paying in the region of $140 million per season across the five campaigns (coming to $700 million altogether), and will make F1 coverage available to its Apple TV subscription base, as part of those customers' existing monthly package.
All Apple TV customers will receive access to live coverage of every on-track F1 session (although the streaming giant will not produce its own commentary, with arrangements for that as yet undecided), as well as to all the content produced by the F1 TV in-house production arm. This includes all free practice, qualifying, and sprint sessions, as well as all Grand Prix races for the next five seasons.
Select races – as well as every free practice session – will be covered for free via the Apple TV app, both parties have said.
Apple replaces Disney-owned ESPN as the F1 broadcaster in the US, with that major sports network having been paying $90 million annually for the rights, meaning Apple's offer comes in as a significant improvement financially for the series. The current ESPN deal was struck as a three-year extension in late 2022 and covers the 2023-25 cycle of the series.
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By GlobalDataWhy it matters
F1 has been growing significantly in terms of its US popularity in recent years, helped, to a large degree, by the F1: Drive to Survive documentary series that has been airing on streaming service Netflix since 2019.
That series will continue, despite the live US rights moving to a Netflix rival, and will not be affected in terms of upcoming seasons.
F1 is also scheduled to have three US races next season – Miami in early May, Austin in late October, and Las Vegas in mid-November.
For Apple, meanwhile, this tie-up adds to the existing array of top-tier sporting content covered by Apple TV in the US – which includes Major League Soccer exclusively through 2032, as well as Friday night action from baseball's MLB. That agreement covers the 2023-28 cycle.
However, this is arguably the most significant out of all its tie-ups so far, as MLB and MLS still have other broadcast partners in the US market as well.
Costanza Barrai, GlobalData senior media analyst, has analyzed the agreement from Apple's perspective: "For Apple, this marks a move away from boutique, premium, high-end scripted television into developing a more varied entertainment proposition, while still remaining selective of products and brand feels.
"According to GlobalData, Apple's streaming service had over 17 million subscribers in the US as of 2024, a relatively small audience compared to market leaders Netflix (80 million), Prime Video (77 million), and Disney+ (51 million).
"Since its launch, the platform has always followed a specific content strategy: focusing on a smaller yet premium volume of content, focusing on original productions over acquisitions. The streamer creates this premium feel by not offering an ad-supported alternative to its subscribers, closing off that revenue stream.
"Ultimately, Apple is now choosing to join other deep-pocketed streamers (Amazon, Disney, Warner Bros Discovery/Peacock) competing for premium sporting properties, stressing Apple's long-term commitment to live sports.
"Another interesting aspect of this agreement will be the effect on the documentary which boosted F1's viewership and popularity into mainstream sports media: Drive to Survive. Housing the live coverage and affiliate content on different services could potentially cause some branding challenges and make it tricky for consumers to be able to follow both, as they would require multiple subscriptions.
"This tie-up can help F1 grow in the US if Apple prioritizes reach and invests in distribution and marketing; otherwise, the move risks increasing fragmentation and limiting casual viewership. The long-term outcome depends on how Apple balances premium positioning with accessibility and how the company integrates F1 into its wider sports and device ecosystem."
The details
Aside from its live F1 coverage, Apple has said it will "amplify the sport" across its News, Maps, Music, Sports, and Fitness+ sub-brands.
Indeed, the Apple Original studio arm has already produced F1 The Movie, which was released in cinemas in June, and is set to appear on Apple TV and make its streaming debut in mid-December.
That production grossed over $628 million worldwide, according to movie data site IMDB.
Upon the deal being unveiled last week, F1's president and chief executive Stefano Domenicali said: "This is an incredibly exciting partnership for both Formula 1 and Apple that will ensure we can continue to maximise our growth potential in the U.S. with the right content and innovative distribution channels."
The agreement was made public during the build-up to the United States Grand Prix in Austin, Texas, with that race won by Red Bull's Max Verstappen.
