Apple is reportedly revving up to win the U.S. broadcasting rights for Formula 1, marking a bold new step into the world of live sports. If the deal goes through, it could pit the tech giant directly against Disney’s ESPN, the current broadcaster for the world’s most popular racing series. ESPN’s deal is set to expire next year — and Apple wants in.
So, why is Apple suddenly interested in fast cars and tire smoke? For starters, its recent Formula 1-themed movie starring Brad Pitt was a huge hit. Not only did it rake in around $300 million globally, it also became Apple TV+’s biggest box office success to date. Clearly, audiences are hungry for more F1 — and Apple is ready to deliver.
Why Apple’s Making This Move
Apple hasn’t been shy about expanding into sports. It already streams Major League Baseball games on Friday nights and has a long-term global streaming deal with Major League Soccer. But Formula 1 is a different beast — a high-speed, international spectacle with a growing U.S. fanbase. Bringing it to Apple TV+ would be a serious power play.
And it’s not just about racing. It’s about timing. F1 is exploding in popularity across the U.S., thanks in large part to Netflix’s Drive to Survive docuseries and a strategic push by Liberty Media, the sport’s American owners, to make racing more accessible. In the past few years, Liberty has added high-profile U.S. races in Miami and Las Vegas to go along with Austin’s long-standing Grand Prix.
The Money Behind the Move
Right now, ESPN pays about $85 million a year for the U.S. broadcasting rights. But analysts believe the next deal could be worth $120 million or more annually, especially with interest from players like Apple heating up the competition.
Globally, Formula 1 pulled in over $1.1 billion in media rights revenue last year — up nearly 8%. And that’s before we consider the buzz from Brad Pitt’s racing blockbuster, which may have upped the value even more.
Although ESPN had a shot to renew its deal without rivals stepping in, that exclusive window has closed. Now it’s a free-for-all, and Apple’s deep pockets and growing presence in entertainment could make it the frontrunner.
A Growing U.S. Audience
Here’s the kicker: Americans are tuning in to F1 like never before. In 2018, races drew an average of about 550,000 viewers. Fast forward to 2024, and that number has doubled to over 1.1 million per race. Some events — like Monaco, China, and Canada — have shattered previous viewership records in the U.S.
And it’s not slowing down. During the first 10 races of the current season, average viewership hit 1.3 million. With interest peaking, broadcasters see big opportunity — and Apple wants to be the one holding the keys.
More American Influence on the Grid
The U.S. presence in Formula 1 isn’t limited to fans. In 2026, a new American team is expected to join the grid: Cadillac, backed by General Motors and TWG Motorsports, the group led by billionaire investor Mark Walter. That’s right — an iconic U.S. brand will line up with F1’s elite, adding more fuel to the sport’s stateside momentum.
Why It Fits Apple’s Game Plan
Even though Apple rarely breaks down revenue from Apple TV+ or Apple Studios, they all sit under its massive “Services” umbrella — which brought in more than $100 billion in 2024 alone. That includes everything from iCloud and Apple Music to Apple Pay and the App Store.
Adding live Formula 1 coverage would help Apple TV+ stand out in an increasingly crowded streaming space. Think Netflix, Disney+, Amazon Prime — everyone’s fighting for attention. But if Apple can offer exclusive access to F1 races? That’s a game-changer for attracting sports fans and keeping subscribers hooked.
What’s Next?
So far, no one’s talking publicly — not Apple, not ESPN, not Liberty Media. But insiders say a decision could be made in the coming months, likely before this F1 season wraps up.
If Apple lands the deal, it could signal a major turning point — not just for Formula 1, but for the future of streaming. With millions of fans, blockbuster content, and a knack for premium experiences, Apple may be preparing to take the lead in one of the fastest-growing corners of entertainment.
In the race for sports streaming dominance, Apple isn’t just joining the pack — it’s aiming for pole position.
