F1 Team Bosses Optimistic About Apple TV's Potential for US Growth

Formula 1 team principals are enthusiastic about the new United States broadcasting deal with Apple TV, which they believe will significantly expand F1's presence and audience in America. The five-year deal, starting in 2026, is reportedly worth $140 million annually and promises to make all F1 sessions available to Apple TV subscribers in both English and Spanish.

Why it matters:

F1's growth in the US has been a priority since Liberty Media's acquisition in 2017, leading to three US Grands Prix. Despite increased brand recognition, TV audience growth has been modest. Apple's entry is seen as a game-changer, potentially offering the 'exponential' growth F1 has been seeking by leveraging Apple's vast technological ecosystem and global reach.

The Details:

• New Broadcast Partner: Apple TV will take over F1 broadcasting rights from ESPN starting in 2026, following the success of its F1-themed movie.
• Financials: The deal is understood to be worth approximately $140 million per year, reflecting a significant investment in F1's future in the US.
• Broader Accessibility: Apple TV will offer all F1 sessions to subscribers in both English and Spanish, catering to a substantial Spanish-speaking population in the US (over 42 million people).
• Modest Current Growth: ESPN, the current broadcaster, reports an average of 1.4 million viewers for races this season, a slight increase from 1.21 million three years ago. This highlights the need for a new strategy to achieve more significant audience expansion.
• Apple's Reach and Technology: Team bosses, including McLaren CEO Zak Brown, emphasize Apple's extensive platform reach and technological capabilities, which align well with F1's tech-driven nature.
• Executive Passion: Eddy Cue, Apple's senior vice president of services, has a strong passion for F1, which is viewed as a significant advantage for driving the partnership forward.

What's next:

Team principals are highly optimistic about Apple's ability to integrate F1 content across its various devices and applications, beyond just race weekends. Red Bull's Laurent Mekies and Mercedes' Toto Wolff both believe this deal will unlock new potential not only in the US but globally. The focus will be on how Apple utilizes its platform to engage fans 24/7 and substantially boost F1's audience and commercial value in the coming years.