Apple Accelerates Into Live Sports
In one of the biggest shifts in U.S. sports broadcasting, Apple (AAPL) and Formula 1 (F1) have signed a five-year U.S. media rights agreement worth roughly $140 million per year, bringing the entire F1 season to Apple TV starting in 2026.
The deal marks Apple’s first major foray into motorsport, following its global partnership with Major League Soccer (MLS) — but unlike the MLS model, F1 coverage will be included in Apple TV’s base $12.99 monthly subscription, without additional paywalls.
This means U.S. Apple TV subscribers will gain access to:
- All 24 F1 races
- Practice and qualifying sessions
- Sprint weekends and special events
- Select free-to-watch broadcasts throughout the season
A New Era for F1 Broadcasting
Under the new deal, F1 TV Premium — the league’s own direct-to-consumer platform — will integrate into Apple TV, no longer operating as a standalone service. Subscribers will get F1’s premium live coverage, race replays, and exclusive behind-the-scenes content through Apple’s app ecosystem.
Apple’s production philosophy will also shape how F1 is presented to viewers. According to Apple’s Senior VP of Services Eddy Cue, the company wants to reimagine the sports experience rather than replicate traditional television models:
- Expect interactive features, real-time telemetry integration, and enhanced camera feeds tailored for streaming.
- Commentary will blend F1 TV’s analysts and Sky Sports’ broadcast team, maintaining continuity for existing fans while modernizing presentation for new audiences.
Cue emphasized that Apple’s goal isn’t simply to add sports to its platform, but to transform how fans engage with live events — from UI innovation to on-demand data visualization.
Why This Deal Matters
Formula 1’s move to Apple TV represents a significant realignment of U.S. sports media rights:
- ESPN, which previously aired F1 in the U.S., had paid about $85 million per year and is now bowing out after 2025.
- The new Apple deal — worth 65% more annually — highlights both F1’s surging popularity in the U.S. and Apple’s aggressive sports expansion strategy.
- The partnership follows Apple’s success with “F1: The Movie”, starring Brad Pitt, which became the highest-grossing sports film of all time, further cementing Apple’s cultural and commercial alignment with Formula 1.
For Formula 1, the deal gives it a massive streaming footprint and a chance to expand its fan base among younger, tech-driven audiences, while maintaining its high-end brand positioning.
The Broader Sports Strategy
Apple’s approach to live sports has been deliberate:
- It’s secured exclusive MLS global rights (10 years, estimated $2.5 billion value).
- It’s now exploring select rights in motorsport, golf, and boxing, but only where it can control the full digital experience.
By anchoring F1 on Apple TV, the company gains another subscription growth driver — and positions itself at the crossroads of technology, entertainment, and sports infrastructure.
Industry analysts note that this could also open the door for hardware tie-ins such as Apple Vision Pro race experiences or Apple Watch integration for real-time driver metrics.
WSA Take
Apple’s Formula 1 deal isn’t just about streaming rights — it’s a strategic play to dominate premium global sports entertainment. With ESPN exiting and Apple offering ad-free, integrated coverage, the company is betting on a new era of interactive sports consumption.
For F1, this is the culmination of its U.S. growth trajectory, turning an elite European motorsport into a mainstream American viewing experience.
The partnership also signals a broader shift: as Big Tech replaces legacy broadcasters, control over sports data, engagement, and monetization becomes the next competitive frontier.
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