For The First Time, Streaming Takes F1 Podium in USA
- Editor OGN Daily
- Oct 30
- 1 min read
Apple secures victory over ESPN to grab US broadcast rights for Formula 1 with a blockbuster deal.
It was almost inevitable that Apple would clinch F1 after the success of its sports epic F1, starring Brad Pitt as an over-the-hill great who comes out of retirement to mentor a rookie played by Damson Idris - the Lewis Hamilton to Pitt’s Michael Schumacher, ostensibly. The movie exceeded expectations and grossed $629 million worldwide.
In testing the film, the Apple discovered that while most viewers hadn’t followed the sport beforehand, many became interested after seeing it. You don’t get better marketing than that. And now, for the first time, streaming has taken the F1 podium.
Beginning with the 2026 season, Apple will pay between $140 million and $150 million annually for five years - a big upgrade from ESPN’s previous three-year deal worth $85 million per year. Apple's deal includes all Formula 1 practice sessions, qualifying rounds, Sprint events, and Grand Prix races available free to all US subscribers. It also bundles F1’s standalone F1 TV Premium service at no additional cost.
To make the most of its new investment, Apple plans a major promotional push to boost awareness of the sport, including offering select races for free without a subscription, “amplification” across all Apple services (Maps, Music, etc.), and a dedicated F1 widget for iOS devices.
Beyond F1’s status as a premium cultural tastemaker, the deal also positions Apple to expand its global sports ambitions - the company already holds rights to Major League Soccer and Major League Baseball. What could be next?
