Apple has officially become the exclusive broadcast partner of Formula 1 in the United States, securing a landmark 10-year deal reportedly worth $2 billion. Starting in 2026, Apple TV+ will be the only platform to stream and broadcast all Formula 1 races in the U.S., including qualifying sessions and practice rounds. This marks one of Apple’s boldest moves yet into the premium live sports space and significantly elevates the profile of its streaming service in a hyper-competitive content landscape.
The partnership follows Apple’s broader ambitions in live sports, which began with Major League Soccer (MLS) and continues with its reported interest in other international rights packages. According to Ampere Analysis, this move positions Apple alongside other streaming giants in a live sports arena expected to surpass $8 billion in annual revenues by 2027. While Amazon and YouTube have taken incremental steps into sports, Apple’s F1 acquisition represents a full-throttle commitment to anchoring its streaming growth around marquee global properties.
From a strategic standpoint, the deal provides Apple with a unique combination of global reach and highly engaged fandom. Formula 1 is the fastest-growing major sport in terms of global fandom, with more than 1.5 billion fans worldwide. In the U.S. alone, the sport has experienced double-digit year-over-year growth in viewership, fueled in part by Netflix’s popular docuseries "Drive to Survive." Ampere estimates that U.S. F1 viewership increased by 33% between 2022 and 2024, with younger viewers (aged 18–34) representing the fastest-growing segment.
Apple will reportedly offer a dual monetization model, featuring a mix of subscription-based access for Apple TV+ users and pay-per-view pricing for individual races or race weekends. This allows Apple to address both casual viewers and die-hard fans while also experimenting with flexible pricing — a model Ampere believes could serve as a blueprint for future sports deals. The contract also includes provisions for Apple to potentially expand rights to other international markets over the term of the agreement.
Eddy Cue, Apple’s Senior Vice President of Services, said, “Formula 1 is one of the most thrilling and popular sports in the world, and we’re proud to bring all of its excitement to fans in the U.S. like never before.” The deal also aligns with Apple’s broader vision of tightly integrating hardware, services, and content — opening the door for unique fan experiences via Vision Pro, Apple Watch, and other devices.
The Formula 1 partnership is particularly notable for its timing. With traditional rights holders like ESPN facing increased pressure on programming costs and cable viewership in decline, streaming platforms are increasingly seen as the next frontier for sports rights. Ampere notes that 64% of U.S. sports fans now consume live sports digitally at least once a week, up from 45% in 2020, underscoring the shift in viewing behavior that this deal directly addresses.
Beyond content, the deal carries major implications for Apple’s advertising ambitions. Live sports are one of the few remaining genres that can deliver massive, real-time audiences — making them a key pillar for ad-supported tiers and sponsorship packages. While Apple TV+ remains largely ad-free, industry analysts speculate that the company may leverage F1 to test branded integrations, dynamic overlays, and other ad innovations in a live context.
For Formula 1, the Apple deal provides a significant boost in reach, innovation, and financial backing. Stefano Domenicali, President and CEO of Formula 1, said, “Apple is the ideal partner to take Formula 1 into the future of sports entertainment in the U.S. Their commitment to delivering world-class experiences for fans perfectly aligns with our vision for the sport.”
As Apple prepares for the 2026 season, its entry into the global motorsport spotlight signals a broader redefinition of how sports content is packaged, priced, and distributed. With an unmatched ecosystem of hardware, software, and services, Apple is uniquely positioned to change the way fans engage with live events — not just through a screen, but across every touchpoint in their digital lives.