Apple is reportedly in discussions to acquire the U.S. broadcast rights for Formula 1, challenging Disney’s ESPN as the current contract approaches its expiration next year. The move signals Apple’s growing interest in live sports streaming and comes on the heels of its first major box office success with an F1-themed movie starring Brad Pitt, produced by Apple Studios and F1 star Lewis Hamilton.
The tech giant’s interest in Formula 1 aligns with its broader strategy to expand its Apple TV+ streaming service, which already includes deals with Major League Baseball and Major League Soccer. According to sources familiar with the matter, Apple is positioning itself as a strong contender for the rights, which are expected to attract multiple bidders. ESPN, which has held the U.S. broadcast rights since 2018, may still retain them, but its exclusive negotiation window ended last year without a deal, opening the door for competitors.
Formula 1’s U.S. owners, Liberty Media, have prioritized the American market in recent years, adding high-profile races in Miami and Las Vegas to complement the long-standing Austin, Texas Grand Prix. The sport’s popularity in the U.S. has surged, with viewership on ESPN doubling from 554,000 per race in 2018 to an average of 1.3 million viewers in 2024. Record-breaking audiences have been reported for races in Australia, China, Monaco, Spain, Canada, and Austria this season.
The timing of Apple’s interest coincides with a broader cultural moment for Formula 1 in the U.S. Netflix’s hit documentary series Drive to Survive has been credited with introducing the sport to a younger, more diverse audience, particularly women. Meanwhile, Apple’s F1 movie has grossed approximately $300 million at the box office, making it the company’s highest-grossing film and a significant pivot toward producing mainstream blockbusters.
Liberty Media is optimistic that the growing popularity of F1, bolstered by its entertainment ventures, will increase the value of its U.S. broadcast rights. Analysts at Citi have estimated that the next U.S. deal could be worth $121 million annually, up from the $85 million ESPN currently pays. Globally, Formula 1’s media rights revenue grew nearly 8% to $1.1 billion in 2024.
Apple’s potential acquisition of the rights would mark another step in its push into live sports, a space it entered in 2022 with its MLB Friday Night Baseball deal. The company does not disclose specific revenue figures for Apple TV+ or Apple Studios, instead grouping them under its $100 billion annual services revenue, which includes the App Store, iCloud, and Apple Pay.
The competition for the U.S. broadcast rights underscores Formula 1’s growing appeal in the American market. Liberty Media’s efforts to expand the sport’s footprint, including the addition of Cadillac as the 11th team in 2026, have further solidified its presence. As the bidding process unfolds, Apple’s interest highlights the increasing convergence of technology, entertainment, and live sports in shaping the future of global media.