Apple Secures Five-Year Formula 1 Broadcast Deal in U.S.

Formula 1 announced a significant five-year broadcasting agreement with Apple, marking a new era for the motorsport series in the United States. Starting next season, Apple will serve as the U.S. broadcast partner, taking over from ESPN, which had been the official partner since 2018. ESPN notified Formula 1 earlier this year that it would not extend its contract, allowing Apple to step in after its collaboration on the film “F1 The Movie,” which is set to premiere on Apple TV in December 2023.

The film has already made waves at the box office, grossing nearly $630 million globally, making it the most successful sports movie in history and Brad Pitt’s most profitable film to date. This partnership positions Apple as a frontrunner in broadcasting Formula 1 content, although the financial terms of the deal have not been disclosed.

Apple’s Expansion into Formula 1

Eddy Cue, Apple’s Senior Vice President of Services, expressed enthusiasm about the partnership, stating, “I feel like I am on the podium, this is amazing.” He highlighted Apple TV’s commitment to storytelling, mentioning that the platform has grown from nine original series in 2019 to a library of over 300 shows and movies and thousands of hours of content.

Fans in the U.S. can expect comprehensive coverage of Formula 1, including all practice, qualifying, sprint sessions, and races. Select races and practice sessions will be available for free through the Apple TV app, while F1 TV Premium, the official content offering from Formula 1, will remain accessible in the U.S. via an Apple TV subscription, free for Apple subscribers.

Cue noted that Apple’s extensive reach—over 1 billion screens in more than 100 countries—will significantly enhance Formula 1’s visibility in the U.S., which currently hosts races in Miami, Las Vegas, and Austin, Texas. He added, “We know many of our Apple TV viewers are Formula 1 fans, and we believe there is potential to attract new fans as well.”

Industry Reactions and Future Prospects

The deal has garnered praise from industry insiders. Dan Towriss, CEO of TWG Motorsports, which will debut the Cadillac Formula 1 team next season, remarked on Apple’s influence and commitment to innovation. “Apple’s scale and marketing will bring us to American audiences in exactly the ways we want to reach them,” he stated.

Stefano Domenicali, President and CEO of Formula 1, expressed optimism about the partnership’s potential for growth. He emphasized the shared vision between Apple and Formula 1 to maximize their presence in the U.S. through engaging content and innovative distribution. “This is an incredibly exciting partnership that will entice new fans through live broadcasts and year-round engagement,” Domenicali remarked.

ESPN, having played a significant role in popularizing Formula 1 over the past eight seasons, acknowledged the impact of their collaboration in a statement. “We’re incredibly proud of what we and Formula 1 accomplished together in the United States and look forward to a strong finish in this final season. We wish F1 well in the future,” the network stated.

As Formula 1 embarks on this new chapter with Apple, the motorsports series aims not only to retain its current fan base but also to engage a broader audience in the ever-growing American market. The combination of innovative content delivery and Apple’s expansive reach could reshape how fans experience one of the world’s most dynamic sports.