Apple's F1 Film Experience Spurs Bid for US Broadcasting Rights

Apple’s decision to pursue Formula 1 broadcasting rights in the United States starting in 2026 was significantly influenced by its experience producing the upcoming F1 feature film. Speaking at the Autosport Business Exchange London, Apple’s global head of sports, Jim DeLorenzo, explained that the collaborative process of embedding a production crew within live race weekends gave the tech giant the confidence to pursue a deeper relationship with the sport.

Why it matters:

Apple's potential entry into the F1 broadcasting market signals a major shift for the sport in its most critical growth region. Moving away from traditional cable models, Apple would bring a streaming-first approach that aligns with F1's digital-native audience. This bid underscores the escalating value of live sports rights for tech giants aiming to secure premium content to drive engagement within their ecosystems.

The Details:

• Partnership First: DeLorenzo emphasized that Apple is "not a transactional company." The film production required working hand-in-glove with F1 management, teams, and drivers, revealing a shared "obsession with the customer experience."
• Kindred Spirits: The logistical challenge of embedding a movie crew—starring Brad Pitt—into live race weekends fostered a unique bond. Apple found that F1’s focus on doing "what’s right for the fans" mirrored its own corporate philosophy.
• Strategic Confidence: The success of the collaboration during the 2023 and 2024 seasons served as a catalyst. Seeing the partnership work in practice gave Apple the assurance to bid for the live rights when the opportunity presented itself.
• Customer Focus: Apple views sports as vital content for its customers. The transition from creating a fictional narrative within the sport to broadcasting the real-world racing action is a natural progression in their strategy.

What's next:

With the current US broadcasting deal expiring, Apple is positioning itself as a formidable contender for the next cycle of rights. Leveraging the connections and goodwill established during the movie's production, Apple aims to translate its creative partnership into a broadcasting powerhouse, potentially reshaping how American fans consume Formula 1.