Formula 1 racing in the United States is entering a new era, one exclusively streamed through Apple TV starting in . A five-year partnership between Apple and Formula 1 will bring all races – practice, qualifying, Sprint sessions and the Grands Prix themselves – to Apple TV subscribers in the U.S., effectively ending traditional broadcast access to the sport.
A Landmark Deal for F1 and Apple
The agreement, announced in October , represents a significant shift in how Formula 1 reaches its American audience. Apple’s move into exclusive broadcasting isn’t simply about acquiring content; it’s about integrating a globally popular sport into its broader ecosystem of services. As Eddy Cue, Apple’s senior vice president of Services, stated, Apple is thrilled to expand our relationship with Formula 1 and offer Apple TV subscribers in the U.S. Front-row access to one of the most exciting and fastest-growing sports on the planet.
This partnership builds on the success of Apple Original Films’ F1 The Movie
, which has become the highest-grossing sports movie of all time.
Beyond the Race: A Deep Integration with Apple Services
The partnership extends far beyond simply streaming the races. Apple intends to amplify Formula 1 across a wide range of its platforms. Fans will find F1 content integrated into Apple News, Apple Maps, Apple Music, and Apple Fitness+. Crucially, Apple Sports – the free app for iPhone – will provide live updates for every qualifying, Sprint, and race, including real-time leaderboards, season standings, Live Activities for the Lock Screen, and a dedicated Home Screen widget. This suggests Apple is aiming for a constant presence for F1 within the daily lives of its users, not just during race weekends.
F1 TV Premium Continues, Now Through Apple TV
For dedicated fans, F1 TV Premium, Formula 1’s existing premium content offering, will continue to be available in the U.S., but exclusively through an Apple TV subscription. This means existing F1 TV subscribers will need to transition to Apple TV to maintain access to the enhanced features and content previously offered directly through F1. The service will be free for those who already subscribe to Apple TV.
A Growing U.S. Fanbase and Demographic Shift
The timing of this deal is particularly noteworthy given the growth of Formula 1’s popularity in the United States. The Global F1 Fan Survey revealed a significant influx of younger and more diverse fans. Specifically, 47% of new U.S. F1 fans have been following the sport for five years or less, and over half are female. This demographic shift likely played a role in Apple’s decision to invest heavily in the sport, as Apple’s ecosystem is known for its appeal to these groups. Apple’s ability to reach a diverse range of consumers, as demonstrated by the success of F1 The Movie
, is a key factor in this partnership.
Implications for Viewers and the Future of Sports Broadcasting
The move to Apple TV will undoubtedly change the viewing experience for Formula 1 fans in the U.S. While select races and all practice sessions will be available for free within the Apple TV app, comprehensive coverage will require an Apple TV subscription. This represents a significant shift away from traditional cable or satellite television access. The deal also signals a broader trend in sports broadcasting, where streaming services are increasingly vying for exclusive rights to live events. This trend is driven by the desire to reach a wider audience and capitalize on the growing popularity of streaming platforms.
The success of this partnership will likely hinge on Apple’s ability to deliver a compelling viewing experience and effectively market Formula 1 to its existing user base and potential new fans. The integration of F1 content across Apple’s various platforms is a key component of this strategy, aiming to create a more immersive and engaging experience for fans. As of today, , the full extent of Apple’s coverage plans remains to be seen, but the groundwork has been laid for a significant transformation in how Formula 1 is consumed in the United States.
The partnership also highlights the increasing convergence of sports, entertainment, and technology. Apple’s investment in F1 The Movie
and its subsequent success demonstrate the potential for cross-promotion and audience engagement. By combining its technological expertise with Formula 1’s global brand recognition, Apple is positioning itself as a major player in the future of sports broadcasting.
