Apple has announced that it has secured the exclusive U.S. streaming rights to Formula 1, adding live races to its flagship platform, Apple TV, beginning next year. The five-year deal marks a major sports acquisition for the tech giant and follows the success of Brad Pitt's "F1: The Movie", which Apple also backed.
While financial terms weren't disclosed, reports suggest Apple outbid ESPN with an offer between $120 million and $150 million per year, compared to ESPN's $90 million. F1 parent company Liberty Media had hinted last month that negotiations were "pretty far along" with one major partner, though Apple's name wasn't mentioned at the time.
Apple's Senior VP of Services Eddy Cue and F1 CEO Stefano Domenicali said their relationship began years ago during Domenicali's time at Ferrari and strengthened as the two collaborated on "F1: The Movie". "Trust is essential in these relationships," said Domenicali, praising Apple as "a social movement," not just a technology company. Cue added with a laugh, "I started thinking about getting the rights when I was 10 years old."
Formula 1's popularity in the U.S. has surged in recent years with high-profile races in Las Vegas, Miami, and Austin, helping ESPN deliver strong ratings. Last summer's British Grand Prix averaged 1.5 million viewers, up 19% from 2024.
Apple plans to use its vast platform network to promote the races, similar to its campaign for "F1: The Movie", which grossed $629 million worldwide. Cue said the company will leverage Apple News, Music, Fitness+, and Sports to drive engagement. "We have so many touchpoints that we can use for this," he noted. The film itself will stream on Apple TV starting December 12.
Asked why F1 will be included in the main Apple TV offering at no extra cost - unlike Major League Soccer's separate paid tier - Cue said the structure of F1's calendar made it "a more straightforward fit" for the service.
"We're thrilled to expand our relationship with Formula 1 and offer Apple TV subscribers front-row access to one of the most exciting and fastest-growing sports on the planet," Cue said in the official announcement. Domenicali added that the deal will "ensure we can continue to maximize our growth potential in the U.S. with the right content and innovative distribution channels."
F1's existing streaming product, F1 TV Premium, will remain available in the U.S. through Apple TV and will be free for subscribers who sign up that way. Details about on-air talent and broadcast features are still being finalized, though Cue confirmed Apple intends to share some viewership metrics as the season unfolds.