Apple is actively pursuing the U.S. broadcast rights for Formula 1, currently held by ESPN, whose exclusive negotiation window has expired opening the door for new bidders . This move follows the blockbuster success of “F1: The Movie”, Apple’s first major box office hit starring Brad Pitt, which grossed nearly $293 million within ten days .
Market Opportunity
F1 viewership in the U.S. has surged averaging 1.3 million viewers per race in 2024, up from 554,000 in 2018 . Annual U.S. broadcast revenues currently stand at about $85 million via ESPN, with experts estimating the upcoming deal could be worth around $121 million per year possibly more after the movie’s impact .
Apple is expanding its live sports presence: MLB Friday Night Baseball deal in 2022 MLS Season Pass exclusivity . This pursuit of F1 rights is part of a growing push to integrate premium live sports into Apple TV+.
Apple’s effort targets the 2026 season onward, when ESPN’s current contract ends . Other interested bidders include Netflix, Amazon, and NBC, though Apple is distinguished by its recent film success and existing sports partnerships . Liberty Media, F1’s U.S. rights owner, aims to capitalize on growing American interest bolstered by recent U.S. races like Miami and Las Vegas .
Why It Matters
Movies → Media Rights: “F1: The Movie” catapulted F1 into a blockbuster success story and lifted Apple’s positioning . Expanding Live Sports Reach: Securing F1 rights would reinforce Apple TV+ as a major player in sports broadcasting. Skyrocketing Valuations: Rights fees have soared, with analysts projecting significant increases over ESPN’s current $85 million contract.
Apple is leveraging its cinematic success and sports-streaming momentum to challenge ESPN for U.S. Formula 1 broadcast rights. With U.S. viewership on the rise and bidding expected to reach around $121 million annually, Apple is positioning itself to become a key force in live sports content ahead of the 2026 season.