Apple confirmed on Friday what we had long known – it will be the exclusive home of F1 motor racing coverage in the US. “We’re thrilled to expand our relationship with Formula 1 and offer Apple TV subscribers in the U.S. front-row access to one of the most exciting and fastest-growing sports on the planet,” said senior vice president of services Eddy Cue, on Friday. The deal is worth $750 million, per Sports Pro, and will come into force next year.
Cue added that “2026 marks a transformative new era for Formula 1, from new teams to new regulations and cars with the best drivers in the world, and we look forward to delivering premium and innovative fan-first coverage to our customers in a way that only Apple can.” Meanwhile, Stefano Domenicali, Formula 1’s president and CEO said:
We are no strangers to each other, having spent the past three years working together to create F1 The Movie, which has already proven to be a huge hit around the world. We have a shared vision to bring this amazing sport to our fans in the U.S. and entice new fans through live broadcasts, engaging content, and a year-round approach to keep them hooked.
Apple F1 Deal Hints at Possible Future
Apple has previously only got into sports, be it MLS or Friday Night Baseball, as the sole global provider. That’s not the case with F1 (yet). Furthermore, a core component of Apple TV since its inception has been that the service is the same wherever you watch it. The arrival of Formula 1 will change that, as this arrangement applies only in the US market. However, the deal does tie in with a key part of Apple TV’s catalogue. We may see more moves like this from Cupertino in the future.
As it happens, a more logical streaming home for a Formula 1 deal is Netflix, given the huge success of Drive to Survive. However, Netflix execs insist that the streamer is interested in standalone sports events rather than ongoing seasons. ESPN was not that interested in putting up the money required. Consequently, Apple swooped in.
The sport wants to grow in the US. It has made progress in recent years, but it is nowhere near as popular as it is in the UK and other European countries. The tech company with a streaming service needs to show it can be part of that growth in the same way traditional broadcasters have proven to be. There is no evidence that putting the MLS behind an Apple TV paywall has grown the league, even with the arrivals of Lionel Messi and Son Heung-min. *Sobs in Spurs fan*.
The new arrangement is going to be a big test for both Apple and F1.
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