Apple is in active discussions to acquire the U.S. broadcast rights for Formula 1, signaling a bold move into the live sports arena as it seeks to expand its Apple TV+ footprint and capitalize on the growing popularity of F1 among American audiences.
The tech giant is reportedly challenging Disney’s ESPN, the current U.S. broadcaster for Formula 1, with the rights set to become available in 2025. According to insiders, Apple’s bid is fueled by the massive success of its upcoming Formula 1-themed movie starring Brad Pitt, which has already grossed around $300 million, marking Apple’s most lucrative film to date.
Formula 1’s Rising U.S. Appeal
Formula 1’s U.S. presence has grown significantly since Liberty Media acquired the series in 2017. The introduction of races in Miami and Las Vegas, alongside the established Grand Prix in Austin, Texas, has strengthened the sport’s foothold in America. Viewership has doubled since 2018—from an average of 554,000 to over 1.1 million viewers per race in 2024. This year alone, F1 has averaged 1.3 million viewers over the first ten races, with record-breaking numbers for events in Australia, China, Monaco, Spain, Canada, and Austria.
F1’s popularity has also been boosted by Netflix’s Drive to Survive documentary series, which has attracted a younger, more diverse fanbase—especially among American and female viewers. Liberty Media hopes this cultural momentum, combined with the success of Apple’s film, will raise the value of its next U.S. broadcast deal.
Financial Stakes
F1 currently earns about $85 million annually from ESPN. However, analysts at Citi have projected the value of the next U.S. deal could jump to at least $121 million—a figure likely to increase further following the film’s success. Globally, F1’s media rights revenue rose nearly 8% in 2024 to an estimated $1.1 billion.
Although ESPN had an exclusive negotiation window, it expired without an agreement, opening the door to competitors like Apple and others now expected to enter the bidding process.
Apple’s Sports Strategy
Apple’s pursuit of F1 rights aligns with its growing investment in live sports content. In 2022, Apple signed deals with Major League Baseball to stream Friday night games and with Major League Soccer in a landmark agreement. The company is increasingly leveraging sports to drive engagement on Apple TV+, part of its broader $100 billion-a-year services business, which also includes the App Store, iCloud, and Apple Pay.
Despite the attention, Apple has not disclosed revenue figures specifically for Apple TV+ or Apple Studios. Still, the success of its F1 film suggests a strategic shift toward mainstream, high-earning entertainment and live events.
Looking Ahead
The U.S. market remains a top priority for Liberty Media, especially as new entrants like Cadillac—backed by General Motors and Mark Walter’s TWG Motorsports—prepare to join the F1 grid in 2026. With the broadcast rights up for grabs and F1’s American fanbase stronger than ever, Apple’s potential entry could reshape the future of how the sport is consumed in the U.S.
Neither Apple, Liberty Media, nor Formula 1 have commented on the ongoing negotiations.