Apple TV has secured a five-year deal with Formula 1, becoming the exclusive home for F1 in the United States. The tech giant will replace ESPN, which had been paying around $90 million annually for the rights. Apple’s new agreement is worth $140 million per year, marking a significant jump and signaling just how valuable the sport has become in the U.S.
Over the past seven years, Formula 1’s American media rights have skyrocketed. Back in 2018, F1 allowed ESPN to air races for free in an effort to rebuild the sport’s presence in the U.S. That evolved into a $5 million deal, then $75 million, then $90 million, and now $140 million annually. It’s one of the sharpest growth curves in global sports broadcasting.
F1 TV will continue to operate in the U.S., but fans will now need an Apple TV account to access it. Those who already subscribe to both services will save money, as Apple plans to bundle access under one subscription. Every practice, qualifying session, sprint race, and grand prix will be streamed live on Apple TV, giving fans complete coverage every weekend.
Apple has yet to announce the on-air and production team for its Formula 1 coverage, but expectations are high. The company is known for its top-tier video quality and creative production, often experimenting with new camera angles and presentation styles. Broadcasts will be available in both English and Spanish, tapping into America’s large bilingual audience of over 40 million Spanish speakers.
Like its partnership with Major League Soccer, Apple plans to integrate F1 deeply across its ecosystem. Users can expect push notifications on iPhones, F1 content inside the Apple News app, and even a live race widget on the iPhone home screen.
This partnership was reportedly helped by the success of Apple’s Formula 1 movie starring Brad Pitt, which has grossed over $628 million worldwide to date. The film strengthened Apple’s relationship with F1 leadership and demonstrated the brand’s storytelling power in motorsport.
Not all content will sit behind a paywall, as some races and highlights will be available free within Apple TV. That move aims to attract new fans while still rewarding paying subscribers with the full experience.
For Apple, the $140 million annual fee makes sense. ESPN couldn’t justify a higher bid because Formula 1’s ad-free races limit commercial revenue potential. Apple’s streaming model solves that problem, allowing it to leverage subscriptions, brand exposure, and cross-platform engagement.
It is worth noting individual Formula 1 team sponsors are now paying up to $100 million per year. Apple’s investment doesn’t just buy broadcasting rights, it gives the company direct access to a premium, global audience that aligns nicely with its brand.
Formula 1 gains a powerful new partner, and Apple gains yet another major sport anchor its growing streaming empire.
