How ESPN Fueled F1's US Boom, Handing Apple a Strong Foundation for 2026
Summary
Apple is set to take over F1 broadcasting in the US from 2026, building on the immense growth fostered by ESPN since 2018. Fuelled by Liberty Media's digital marketing, the 'Drive to Survive' phenomenon, and the US market's high value, F1 viewership has doubled. Apple now inherits a thriving fanbase, aiming to leverage its tech prowess to elevate the viewing experience and further cement F1's place in American sports culture.
Apple has secured exclusive US streaming rights for Formula 1 from 2026, marking the end of ESPN's seven-year broadcast run. While ESPN is stepping aside, its tenure saw a dramatic surge in F1 viewership, largely thanks to broader strategic shifts and popular cultural phenomena. Apple now inherits this thriving fanbase, poised to further capitalize on F1's burgeoning popularity in the American market.
Why it matters:
- ESPN's initial no-cost acquisition of F1 rights in 2018, followed by a reported $90 million annual deal, highlights a significant transformation in F1's US market value.
- The relationship proved mutually beneficial, with ESPN gaining a high-interest property and F1 securing a crucial platform for expansion, as acknowledged by F1 CEO Stefano Domenicali.
- Apple's new five-year, reported $140 million annual deal underscores the immense financial and cultural value of the American F1 audience, reflecting a global shift in the sport's commercial strategy.
The big picture:
- Liberty Media's Influence: Following its 2017 acquisition, Liberty Media revolutionized F1's marketing. Shifting focus from European viewership, it prioritized digital and social media engagement, effectively reaching a younger, US-centric demographic. This strategy led to a massive increase in social media followers, from 18.7 million in 2018 to 107.6 million, significantly expanding F1's global footprint.
- The Netflix Effect: The 2019 launch of Drive to Survive on Netflix was a game-changer. This docuseries offered unprecedented, albeit sometimes dramatized, access to teams and drivers, introducing millions of new fans, particularly in the US, to the sport's captivating personalities and narratives.
- Economic Power of the US Market: The US audience is highly valuable, boasting the highest disposable income per capita globally. American F1 fans are typically in a desirable income bracket ($50,000-$100,000 annually), making them an attractive demographic for F1's luxury partners and Apple's premium ecosystem.
What's next:
- Apple will take over broadcasting rights in 2026, inheriting a robust and engaged American audience cultivated by both Liberty Media's strategic marketing and ESPN's consistent coverage.
- With its significant investment and technological prowess, Apple is expected to elevate the F1 viewing experience, aiming to meet the high standards fans anticipate from such a major tech company.
- Eddy Cue, Apple's senior vice president of services, emphasized that collaborative efforts with F1 will benefit global broadcasts, hinting at integrated and high-quality productions designed to enhance the overall F1 experience for viewers worldwide.
- Apple's integration of F1 into its existing premium content offerings, alongside Major League Soccer and Major League Baseball, reinforces its commitment to delivering high-value sports entertainment within its vast subscription ecosystem.
Original Article :https://www.motorsport.com/f1/news/how-espn-rode-the-f1-wave-in-the-us-and-what-...
