Apple Interested in Securing Formula 1 Broadcast Rights
Apple is looking to strengthen its presence in Formula 1 following the global release of F1, an Apple TV+ film featuring Brad Pitt and partly produced by Lewis Hamilton. Reports indicate that Apple has submitted bids to F1 and Liberty Media, the series’ owners, for the television broadcast rights in the U.S.
According to the Financial Times, Apple’s offer could exceed $85 to $90 million annually, the amount currently paid by ESPN. This bid is believed to be much higher than what ESPN can sustain.
The motivation behind Apple’s interest? Well, F1 has seen significant box office success, with the film recently surpassing $300 million. This success makes it the most successful original production for Apple TV+ thus far.
The film hit the $250 million mark just ten days after its release, showing impressive momentum.
This news follows a strong weekend for ESPN, which reported an average viewership of 1.5 million for last weekend’s Grand Prix—19% higher than last year’s race—marking a record audience for the event on U.S. television.
ESPN described the 2025 Formula One season as “record-breaking,” noting that 11 out of 12 races have shown viewer growth compared to the previous years, with some setting event viewing records.
These viewership statistics, alongside the film’s success, likely explain why Apple is diving deeper into F1. Plus, there are additional factors to consider that will play out next year.
Ford and Cadillac will be entering the scene soon.
F1’s expansion into the U.S. market has been a goal for both the sport’s owners and those who report on it. Many attribute the growing interest to the Netflix documentary series Drive to Survive, though ESPN’s role in popularizing the sport is undeniable. The U.S. fan base has been bolstered through events like the Austin US Grand Prix, and new races in Miami and Las Vegas have been added to the F1 calendar.
The Miami Grand Prix recently secured a 10-year extension, keeping the race on the calendar until 2041. F1’s president and CEO Stefano Domenicali spoke to SB Nation about the significance of this race for the U.S. market.
“It’s critical we partner with the best as we continue to grow in Formula 1,” he said, underscoring the strategic role of Miami in their U.S. plans.
With Ford and Cadillac joining next year as prominent American manufacturers, Apple’s bid for F1 rights seems timely, especially with a push for increased popularity in the sport.
This is a significant decision for F1 and Liberty Media. ESPN provides broader reach compared to Apple TV+. If ESPN wishes to hold onto F1 broadcast rights, they may need to convince Liberty Media’s John Malone and Derek Chang of their capacity for marketing.
ESPN has proven its marketing effectiveness with events like last year’s US Grand Prix. For instance, it capitalized on the presence of major college football teams at that time.
Apple, on the other hand, has reportedly allocated $100 million towards marketing F1, and they are equipped to back their campaigns aggressively.
Yet, reach poses a challenge. ESPN boasts around 70 million households while Apple TV currently has about 45 million subscribers, which raises questions about Apple’s ability to effectively promote events like F1.
However, F1’s own streaming service, F1TV, has been gaining in the U.S., with a 45% increase in weekend viewership year-on-year, as noted by Derek Chang during a May call with Liberty Media investors. This growth could play a part in negotiating television rights.
Looking ahead, Apple’s interest seems to be about more than just F1. With two major U.S. manufacturers entering the sport, there’s a chance they could be eyeing more sports in the near future.
It’s clear that Apple is ready to make a significant investment in the future of Formula 1 in the U.S.
