Apple TV Just Bought Formula 1’s U.S. Rights, But Not Everyone’s Happy
Apple just pulled off another record-setting move — this time off the racetrack. The tech giant reportedly shelled out $750 million to secure exclusive U.S. broadcast rights for Formula 1, taking the sport off ESPN and onto Apple TV+ starting in 2026.
It’s a blockbuster deal that could redefine the future of live sports streaming. But behind the glamour and 4K picture quality, some team owners and investors are warning: F1 may be trading audience reach for a short-term cash injection.
🏁 What’s the Deal?
- Apple will take over U.S. broadcasting rights for Formula 1 under a new five-year agreement beginning with the 2026 season.
- The deal is worth about $150 million per year, totaling roughly $750 million across the contract.
- It replaces the previous U.S. partnership with ESPN, which had been paying around $90 million annually.
- Under the new arrangement, Apple TV+ will stream every Grand Prix, along with all practice, qualifying, and sprint sessions.
- A portion of content—such as select races or highlights—will remain free to watch within the Apple TV app, while full coverage will require a subscription.
🏁 Apple Takes the Checkered Flag in Sports Streaming
Apple has officially shifted the Formula 1 world into overdrive.
The tech giant just signed a five-year, $750 million deal to become the exclusive U.S. broadcaster of Formula 1 — a bold move that begins in 2026 and signals Apple’s biggest sports investment yet.
The deal ends ESPN’s run with F1 and hands Apple TV+ exclusive rights to stream every Grand Prix, qualifying, sprint, and practice session live in the United States. At roughly $150 million per year, it’s nearly double what ESPN was paying, and a major statement in the streaming wars.
For Formula 1, this is a bet on cash and technology. For Apple, it’s a bet on owning the next era of global sports.
🚦 How Formula 1 Went from “Free” to $750 Million
It’s hard to believe, but as recently as 2018, Formula 1’s U.S. broadcast rights were worth $0.
After NBC dropped the sport that year, F1’s new owner, Liberty Media, made a counterintuitive move: it gave away its media rights to ESPN for free. The logic? Build audience first, profit later.
That gamble worked.
- By 2022, Formula 1 was averaging 1.3 million U.S. viewers per race — a record for the sport.
- The Netflix docuseries Drive to Survive turned F1 drivers into household names.
- Attendance exploded: over 430,000 fans at the 2025 U.S. Grand Prix in Austin, and record-breaking tourism numbers in Miami and Las Vegas.
So, when ESPN’s deal came up for renewal, Apple saw its opening. With its global platform, advanced streaming tech, and Hollywood storytelling chops, Apple TV+ positioned itself as the future home of Formula 1.
Why Apple Wanted Formula 1
Apple’s sports strategy isn’t about quantity — it’s about control.
The company already holds global rights to Major League Soccer (MLS) and selected MLB games, but it prefers to own entire ecosystems, not just partial rights. That’s exactly what it’s getting with F1.
Here’s why this deal fits perfectly:
- Luxury + Technology: F1’s brand aligns with Apple’s — sleek, global, elite, and design-driven.
- Hardware Integration: Expect push notifications on iPhones and Apple Watches when races begin.
- Streaming Quality: Unlike cable, Apple TV+ delivers full 4K HDR broadcasts — crucial for a visually intense sport like F1.
- Bilingual Accessibility: Apple plans to offer instant switching between English and Spanish commentary, tapping into the U.S.’s 42 million Spanish-speaking viewers.
- Unified Subscription: Unlike the MLS Season Pass, F1 content will be included in the regular $12.99/month Apple TV+ plan, with no extra fees.
It’s a strategic coup: a high-prestige property that boosts subscriptions, reduces churn, and gives Apple a foothold in a new global sport.
The Math Behind the Money
On paper, F1’s $150 million-per-year deal looks massive — especially considering ESPN’s previous $90 million rate. But dig deeper, and the economics get murkier.
According to analysts, F1 TV, the league’s standalone streaming service, already generates about $50 million annually from its U.S. subscribers. If Apple’s new deal absorbs that revenue stream, the real increase for Liberty Media might be closer to $10 million per year. That’s a modest bump considering the potential loss in reach.
The market noticed, too:
- Liberty Media’s stock fell about 2% after the deal was announced.
- Apple’s shares rose roughly 6% in the same week.
Investors clearly see who got the better end of the bargain.
Winners and Losers in the F1–Apple Deal
🥇 Winner: Apple TV+
- Gains exclusive access to a globally beloved sport with massive growth potential.
- Reinforces its image as the premium streaming service for high-end entertainment.
- Deepens engagement across its ecosystem — iPhones, Macs, Apple Watches, and Vision Pro.
💰 Winner: Short-Term F1 Revenues
- Liberty Media pockets $750 million over five years — its largest U.S. media rights deal ever.
- Strengthens F1’s negotiating power globally as other rights renew.
😕 Loser: Audience Reach
- ESPN broadcasts were included in most cable bundles — Apple TV+ is not.
- MLS viewership dropped 65% after moving exclusively to Apple TV.
- Analysts expect F1’s U.S. audience to shrink, at least initially, as casual fans drop off.
⚙️ Loser: Advertisers & Sponsors
- Less exposure for brands tied to F1 teams and events.
- Fewer linear TV viewers means diminished visibility for major partners like Rolex, DHL, and Petronas.
The Risk for Formula 1
Formula 1’s U.S. growth story has been defined by accessibility — from Netflix’s storytelling to ESPN’s ad-free coverage. Moving behind a paywall may jeopardize that progress.
Yes, the sport will earn more in the short term. But if its visibility drops, future sponsorship values, fan engagement, and youth outreach could all take a hit.
The concern isn’t just fewer eyeballs — it’s momentum. F1’s success in America has been about mainstreaming motorsport. If new fans can’t easily find the races, that progress could stall.
The Bigger Picture: Big Tech vs. Cable
Apple’s deal underscores a broader media revolution: live sports are becoming streaming exclusives.
- Amazon owns Thursday Night Football rights for the NFL.
- Netflix is testing live boxing and golf events.
- Google’s YouTube TV holds the NFL Sunday Ticket package.
Traditional broadcasters like ESPN, NBC, and Fox are now competing not just with each other, but with trillion-dollar tech firms willing to spend for strategic leverage — not immediate profit.
For Apple, $150 million a year is “two hours of iPhone sales.” For Formula 1, it’s an existential bet on digital relevance.
What It Means for Fans
The viewing experience will be very different — and arguably better.
- All-inclusive access: F1 content included in a standard Apple TV+ subscription.
- High-definition broadcasts: No cable compression, full 4K HDR visuals.
- Interactive stats and replay tools: Apple is expected to add live telemetry, driver cams, and customizable race dashboards.
- Multi-language options: Seamless switching between English, Spanish, and possibly other languages.
- Smart notifications: Apple’s ecosystem can nudge users to tune in before lights out.
For die-hard fans, that’s a dream setup.
For casual viewers? It’s another app to download — and another subscription to pay for.
🏆 The Final Lap: Who Really Wins?
When the checkered flag drops on this deal, the scoreboard looks like this:
- Apple: Gains a high-profile global sport that fits its luxury, innovation, and cinematic brand.
- Formula 1: Secures immediate cash but risks losing the accessibility that fueled its U.S. comeback.
- Fans: Get better quality — if they’re willing to pay for it.
In the end, Apple may have just redefined how live sports are consumed. The F1 deal isn’t just about racing — it’s about the race for attention in a streaming-first world.
Whether this turns out to be a masterstroke or a misstep for Formula 1 will depend on one thing: Can Apple’s marketing machine replace the millions of casual viewers that cable once delivered for free?
The next lap of the media revolution starts in 2026 — and it’s streaming exclusively on Apple TV+. Get the inside track on U.S.A. sports news — fresh updates, bold moves, and the stories everyone’s talking about.
FAQs: Key Questions & Implications
Apple states that Formula 1 coverage will be part of the standard Apple TV+ plan, but the new structure could still alter how fans are charged or bundled for access.
As Apple assumes control, the standalone F1 TV platform in the U.S. might be merged, adjusted, or repurposed to fit within Apple’s streaming ecosystem.
Thanks to Apple’s vast marketing resources and global reach, the partnership could elevate Formula 1’s visibility and bring it closer to the popularity of major U.S. sports.
Viewers can expect a more immersive and tech-forward broadcast — enhanced visuals, real-time data, multiple viewing angles, and smooth access across all Apple devices.
