Tech giant Apple is in active negotiations to acquire U.S. broadcast rights for Formula 1 races starting in 2026, positioning itself as a formidable challenger to Disney‑owned ESPN once the current contract expires. This move signals Apple’s deeper venture into live sports on Apple TV+. With interest in F1 surging—averaging around 1.3 million U.S. viewers per race thanks to the Netflix hit "Drive to Survive" and new venues like Miami and Las Vegas—this marks a strategic way for Apple to tap into the sport’s growing popularity and drive subscriptions via exclusive content.
Analysts estimate the rights deal could go for about $121 million annually, up from ESPN’s current $85 million. Apple's extensive financial resources and streaming infrastructure enable it to outperform traditional rivals. Sources close to negotiations confirm the discussions are ongoing, though official statements have yet to be released from any party involved. Apple’s existing partnerships, such as those covering MLB and MLS, reflect its ongoing pivot toward sports-centric content to distinguish Apple TV+ in the increasingly competitive streaming landscape.
For F1 and its parent company, Liberty Media, a deal with Apple could bring a wealthier broadcast ally and leverage Apple’s promotional platforms and hardware ecosystems. Still, some insiders question Apple’s resolve to support both global and U.S.-specific coverage needs, and note the growing interest from other streaming giants like Amazon and Netflix.
U.S. fans may experience shifts if Apple secures rights. While ESPN offers well-known cable/streaming infrastructure, Apple’s model could require additional subscriptions or new Apple devices—potentially narrowing its audience reach. Nonetheless, Apple may offer hybrid models to broaden access, including cable provider bundles or pay-per-view options.
Looking ahead, the deal could trigger broader content expansion. Cadillac’s F1 entry and additional races in North America align with a sustained U.S. racing boom. For Apple, this could mean further investment in premium sports beyond baseball and racing, including possible expansion into global soccer or NFL broadcasting rights.
Apple’s bid for F1 rights underscores its ambitious aim to transform Apple TV+ into a premier live-sports platform. Leveraging F1’s surging U.S. popularity and brand prestige, the move presents both opportunity and risk. If executed wisely, with broad access features, flexible subscription models, and audience-centric delivery, this deal could solidify Apple’s streaming footprint and redefine how live sports are distributed via tech platforms.