Liberty Media Seeks Holistic F1 Media Partners Amid Apple Deal Buzz

Liberty Media, owner of Formula One, is actively pursuing media rights partners who offer a more comprehensive approach than traditional race broadcasting, as confirmed by CEO Derek Chang.

Why it matters

This strategic shift aims to deepen fan engagement and expand content reach beyond live race events, leveraging partners capable of integrating F1 content across various platforms and enhancing interaction with sponsors. This marks a significant evolution in how F1 views its media partnerships, moving towards a more integrated ecosystem.

The Details

• Chang disclosed that several significant media rights deals in major markets are nearing completion.
• Recent renewals include Globo in Brazil and Bell Media in Canada.
• He emphasized that future partners are not just broadcasters in the classic sense but entities that can "help fans access your content beyond the race" and "interact with even your sponsors." The goal is a holistic view that enhances both fan experience and commercial opportunities.

Apple's Potential Role

Chang's comments are widely interpreted as a strong indication of advanced discussions with Apple for US media rights, reportedly worth around US$150 million annually. The recent success of the F1 movie, which grossed over US$600 million globally and will soon transition to Apple TV+, positions Apple as an ideal partner. This transition offers Apple a perfect runway to build momentum ahead of the 2026 season, while providing an expanded platform for sponsors to engage with fans through the streaming service.

Robust Sponsorship Landscape

Chang expressed confidence in F1's thriving sponsorship landscape, crediting Stefano Domenicali, President and CEO of Formula One, and Emily Prazer, the series’ Chief Commercial Officer, for their efforts. The championship continues to attract new sponsors, partly bolstered by events like the Las Vegas Grand Prix. While many categories are being filled, there remains room for growth through new partnerships and renewals of existing long-term affiliations. Chang noted that consistent, long-term partners who continually invest in brand association are extraordinarily powerful, driving demand and pricing through tiered sponsorship models.

What's Next

F1's strategic focus indicates that future media and sponsorship deals will prioritize innovation in fan engagement and comprehensive partner integration. This approach sets a new precedent for sports broadcasting and commercial partnerships, promising enhanced accessibility and deeper fan connections globally.