Apple Emerges as Frontrunner for Formula 1 US Streaming Rights

In a significant development within the sports broadcasting landscape, Apple is poised to become the exclusive streaming partner for Formula 1 races in the United States beginning in the 2026 season. The technology giant has reportedly tabled a compelling offer, significantly surpassing the current agreement held by ESPN. This strategic maneuver underscores Apple's escalating ambitions in live sports content, building upon the recent cinematic success of its Formula 1-inspired film production.
This potential acquisition highlights the intensifying competition for premium sports content, with streaming platforms vying for exclusive access to major sporting events. For Formula 1, securing a robust broadcast deal in the lucrative US market is crucial for its continued global expansion, even as domestic viewership figures experience periodic shifts. The outcome of these ongoing negotiations will undoubtedly reshape how motorsport enthusiasts in the US experience the thrill of Formula 1 racing.
Apple's Strategic Drive into Sports Broadcasting
Apple is making a substantial play for the US streaming rights of Formula 1, submitting a bid reportedly valued at least $150 million annually for races commencing in 2026. This aggressive offer suggests a clear intent to outmaneuver current rights holder ESPN, which, despite its long-standing relationship with F1, is expected to struggle in matching Apple's financial commitment. The move marks a significant expansion of Apple's live sports portfolio, which currently includes select baseball games and all Major League Soccer matches, positioning Formula 1 as its most prominent global sports venture yet.
The tech giant's burgeoning interest in Formula 1 is further fueled by the recent box office triumph of its F1-themed movie, underscoring the potential for cross-platform synergy between entertainment and live sports. This strategic alignment aims to capitalize on the increasing popularity of Formula 1, which has seen a surge in engagement, particularly following the success of the 'Drive to Survive' docuseries. Acquiring these rights would solidify Apple's position as a major player in the competitive sports streaming arena, potentially altering the landscape of how major sporting events are consumed by audiences worldwide.
The Evolving Landscape of F1 Viewership and Rights Value
The value of Formula 1 media rights in the United States has seen a remarkable ascent in recent years, largely propelled by increased interest in the sport. ESPN initially secured F1 broadcasting rights at no cost in 2018, following NBC's decision to forgo renewal. However, the sport's burgeoning popularity, particularly ignited by Netflix's 'Drive to Survive' series, led to a renegotiation in 2020, with ESPN committing $5 million annually through 2022. Subsequently, a new agreement saw the annual value escalate significantly to between $75 million and $90 million.
As Formula 1's parent company, Liberty Media, now seeks an even more lucrative deal, eyeing figures between $150 million and $180 million annually, Apple's substantial bid aligns with this elevated market expectation. Despite this escalating valuation, US viewership has shown some flattening, with 1.2 million viewers in 2022 dropping to 1.1 million in 2023, before rebounding to 1.2 million. The long-term impact of the F1 film on viewership, especially considering the early morning or overnight broadcast times for most races in the US, remains a key factor in the ongoing evaluation of the sport's market reach and future growth potential.