Apple is revving the engine on its sports content strategy, reportedly striking an exclusive five-year deal for the U.S. rights to the globe-trotting Formula 1 motor racing championship, an acquisition estimated at a cool $750 million.
Starting in 2026, Apple TV (the streaming platform, formerly known as Apple TV+) will become the exclusive digital destination for all Grand Prix races, as well as the crucial qualifying, sprint sessions, and free practice content. While official terms remain under wraps, the industry consensus pins the value at roughly $150 million annually over the half-decade lifespan of the contract.
The Streaming Shift: Out with the Old
The move signals a major displacement for ESPN, which has served as the U.S. broadcast home for F1 since 2018. The new Apple pact represents a significant upgrade, blowing past the estimated $90 million annual fee previously paid by Disney/ESPN for the motor racing championship. This massive increase underscores the soaring value of live sports rights, especially for properties with rapidly growing U.S. fan bases.
Data-Driven Growth and Content Synergy
Apple wasn’t shy about leveraging its own content success in the announcement. The company highlighted the performance of its original film, F1 (starring Brad Pitt), which has grossed almost $630 million globally, a figure Apple is touting as a record for the “most successful sports movie of all time.” The film’s streaming debut on Apple TV, scheduled for December 12, 2025, will serve as a powerful content synergy play leading into the 2026 season.
Furthermore, a recent global fan survey cemented F1’s aggressive stateside growth, revealing that 47% of the sport’s newer American fans (those following for five years or less) fall into the highly coveted 18-24 age demographic. Notably, the report also indicated that over half of those new, young fans are female, a key data point for advertisers and platform growth.
A Hybrid Distribution Strategy
The agreement features a hybrid distribution model designed for maximum reach:
Premium Access: All core F1 content will be available on the paid Apple TV subscription service.
Free-to-View: Select races and all free practice sessions will be made available to watch for free within the Apple TV app, catering to casual and prospective fans.
F1 TV Premium Integration: Formula 1’s existing standalone streaming product, F1 TV Premium, will continue to be available in the U.S. However, for current Apple TV subscribers, the F1 TV Premium service will be bundled at no extra cost, providing a massive value-add to the existing subscriber base.
Formula 1 President and CEO Stefano Domenicali framed the partnership as a catalyst for continued expansion, stating it “will ensure we can continue to maximise our growth potential in the US with the right content and innovative distribution channels.”
Meanwhile, Apple’s Senior VP of Services, Eddy Cue, expressed excitement about “front row access to one of the most exciting and fastest-growing sports on the planet” for Apple TV subscribers. This deal positions Apple as a formidable player in the high-stakes world of premium live sports streaming.