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

Formula 1 has entered a significant five-year agreement with Apple, marking a new chapter for U.S. fans starting next season. This partnership will replace ESPN, which has been the series’ broadcast partner since 2018 but announced earlier this year that it would not renew its deal. Apple’s involvement is part of a broader strategy, as the tech giant previously collaborated with Formula 1 on the film “F1 The Movie,” set to make its global streaming debut on Apple TV in December 2023.

The deal positions Apple as the exclusive U.S. broadcast partner for Formula 1, with financial terms undisclosed. Eddy Cue, Apple’s senior vice president of services, expressed enthusiasm about the partnership. “I feel like I am on the podium, this is amazing,” Cue stated. He emphasized Apple’s commitment to delivering compelling stories through its streaming platform.

Apple TV will showcase all Formula 1 races, practices, and qualifying sessions, making it accessible to a broad audience. In addition to live broadcasts, Apple plans to promote the series across its platforms, including Apple News, Apple Music, and Apple Fitness+. Certain races and practice sessions will be available for free on the Apple TV app, expanding access to both existing and new fans.

“Everyone on Apple TV in the U.S. will now get Formula 1,” Cue added. Apple TV is already available in over 100 countries and regions, reaching more than one billion devices, including iPhones and gaming consoles like PlayStation and Xbox. This extensive reach is expected to enhance Formula 1’s visibility in the U.S., where races are currently held in locations such as Miami, Las Vegas, and Austin, Texas.

The collaboration has received positive feedback from industry leaders. Dan Towriss, CEO of TWG Motorsports and the Cadillac Formula 1 team, noted the potential benefits of Apple’s marketing capabilities. “Apple’s scale, influence, marketing, and deep commitment to innovation will bring us to American audiences in exactly the ways we want to reach them,” Towriss said.

Stefano Domenicali, Formula 1’s president and CEO, highlighted the partnership’s potential for growth in the U.S. “This is an incredibly exciting partnership for both Formula 1 and Apple,” Domenicali remarked. He emphasized the shared vision to attract new fans through engaging content and innovative distribution channels.

ESPN also acknowledged the end of its partnership with Formula 1, recognizing the contributions made over the past eight seasons. In a statement, they expressed pride in their collaboration and wished the series future success.

As the new season approaches, the partnership between Apple and Formula 1 promises to revolutionize how fans engage with the sport, leveraging technology and storytelling to enhance the viewing experience. This strategic move not only reflects the growing popularity of Formula 1 in the U.S. but also positions Apple as a key player in sports broadcasting.