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Hello, colleagues. Let me introduce myself - Viacheslav Shalomieiev, Workforce 360 & IT Platforms Specialist, Nestle Ukraine. I have been working in Nestle for a little over a month, so you may consider me a rookie :) I'm thrilled we have the chance to meet. So, I’d like to share this news with you..

Apple becomes broadcast partner for Formula 1 in the United States.

Formula 1 has announced a five-year partnership with Apple to become the sport’s exclusive U.S. broadcast partner from 2026, bringing together two global brands with a shared passion for innovation, excellence, and entertainment. Though not all terms were officially disclosed, industry estimates place the total value of the deal at about USD 700-750 million over five years — roughly USD 140-150 million per annum. For context, the outgoing broadcast arrangement with ESPN was valued at around USD 90 million per year.

Apple TV will deliver comprehensive coverage of Formula 1, with all practice, qualifying, Sprint sessions, and Grands Prix available to Apple TV subscribers. Select races and all practice sessions will also be available for free in the Apple TV app throughout the course of the season. Apple Sports — the free app for iPhone — will feature live updates for every qualifying, Sprint, and race for each Grand Prix across the season, with real-time leaderboards, season driver and constructor standings, Live Activities to follow on the Lock Screen, and a designated widget for the iPhone Home Screen..

The news follows on from the hugely successful F1 The Movie, the Apple Original Film, which was released internationally in cinemas and IMAX venues in June and will make its global streaming debut date on Apple TV on Friday, December 12 2025. Apple invested significantly in the project and worked with the F1 community in an unprecedented collaboration over three years to deliver a truly authentic and immersive racing movie for new and established F1 fans..

In addition to showing F1 on Apple TV, Apple will amplify the sport across Apple News, Apple Maps, Apple Music, Apple Sports, and Apple Fitness+. F1 TV Premium, F1’s own premier content offering, will continue to be available in the U.S. via an Apple TV subscription only and will be free for those who subscribe..

Apple’s interest in Formula 1 did not emerge overnight. According to industry insiders, exploratory talks began as far back as 2016, shortly after the sport was acquired by Liberty Media. At that time, Apple was experimenting with its nascent content strategy and evaluating potential live-sports partnerships to enrich its growing ecosystem of services. The idea gained momentum after the success of Apple’s original content strategy — notably Ted Lasso, MLS Season Pass, and Friday Night Baseball. Each of these proved that Apple TV + could handle premium sports and storytelling, but none had the global magnetism of Formula 1..

[image]. ‹#›. Under the new model, Apple will attempt to: Stream all events live in 4K HDR, with multi-angle camera options, telemetry overlays, and on-board driver feeds. Offer a tiered model — some practice sessions and highlights will be free, while full access (including replays and analytics) will be part of an Apple TV+ Sports subscription. Integrate across Apple’s ecosystem — from Apple News for real-time updates, to Apple Music playlists curated by drivers, to Apple Maps layers showing Grand Prix circuits in 3D. Resurrect and leverage Apple Vision Pro to deliver the first fully immersive 360-degree F1 experience, allowing users to sit “virtually” inside a pit garage or at the starting grid..

[image]. The Business Case: Why Apple Wants Formula 1 For Apple, live sports represent one of the few remaining frontiers in its services expansion. The company already earns over USD 100 billion annually from services such as iCloud, App Store, and Apple TV +. But in a saturated entertainment market, live sports provide what streaming algorithms cannot: real-time cultural relevance. Unlike scripted content, sports have urgency — they create appointment viewing, social engagement, and retention. Formula 1, in particular, offers several advantages: A global, affluent fanbase — F1’s 500 million fans match Apple’s own demographic sweet spot: tech-savvy, international, and brand-loyal. Growing U.S. appeal — Netflix’s Drive to Survive series quadrupled F1’s U.S. audience between 2019 and 2023. Technological synergy — both Apple and F1 emphasize innovation, design, and performance. Cross-platform integration — Apple can cross-promote F1 through its devices, from iPhones to Vision Pro, creating new hardware incentives. Financially, analysts view the deal as a high-risk, high-reward play. If Apple can replicate the success of its MLS Season Pass, it could establish a template for other sports — potentially even the NBA or the Olympics..

[image] vu. Formula 1’s Motives: Winning the U.S. Market For Formula 1, this partnership is as much about territory as it is about technology. Despite its global dominance, F1 has historically struggled to penetrate the American mainstream. That began to change with the Austin Grand Prix (2012), Miami (2022), and Las Vegas (2023) — but TV ratings plateaued. By aligning with Apple, F1 gains: Access to Apple’s 2 billion-device ecosystem, including Apple Watch health tracking, iPhone widgets, and push notifications. Youth reach — Apple’s brand equity among 18–35-year-olds is unmatched. Data analytics — advanced engagement metrics and personalized highlights based on viewing behavior. Insiders also suggest that Apple will co-develop new fan experience technologies — from AR overlays on live races to personalized driver-stat dashboards accessible from the Apple Sports app..

Risks and Unknowns Despite the excitement, several challenges loom: Consumer Adoption: Will traditional TV viewers embrace an Apple-exclusive model? Sports fans can be resistant to change — particularly those without Apple devices. International Rights: The current deal covers only the U.S., but future global expansion could trigger bidding wars with existing partners such as Sky Sports UK or Canal+. Technical Reliability: Live sports streaming demands low latency and flawless uptime. Even minor delays or outages could tarnish Apple’s reputation. Economic Sustainability: At USD 140 million per year, the partnership must deliver measurable growth in subscriptions or device sales to justify its cost. Still, Apple’s resources, infrastructure, and marketing power make it one of the few companies capable of executing such an ambitious transition..

Expert Perspectives Media analysts draw parallels between this deal and Apple’s entry into music streaming two decades ago. Just as iTunes transformed music consumption, Apple aims to reinvent how audiences experience live sports. According to Sarah Fischer of Axios Media: “Apple isn’t buying sports rights; it’s buying attention. And in a fragmented media landscape, attention is the ultimate currency.” Meanwhile, former McLaren CEO Zak Brown commented that the move “will force every team, sponsor, and broadcaster to rethink how they tell stories.” Industry competitors are already responding. Amazon Prime has accelerated its pursuit of UEFA Champions League rights, while Netflix is rumored to explore Formula E and MotoGP coverage. The streaming wars are shifting from series to circuits..

Apple’s Formula 1 partnership represents a defining moment in the evolution of sports broadcasting. It fuses Silicon Valley innovation with the world’s fastest, most glamorous sport — a combination that could shift the balance of power in global entertainment. Apple’s ability to reach a diverse range of consumers across its powerful ecosystem presents a groundbreaking opportunity to engage new fans. Formula 1 is the latest sport to join Apple TV’s lineup, alongside Major League Soccer and Major League Baseball. Apple notes that Formula 1 is one of the fastest-growing leagues in the world, with a U.S. fanbase that reached 52 million in 2024..

“This is an incredibly exciting partnership for both Formula 1 and Apple that will ensure we can continue to maximise our growth potential in the U.S. with the right content and innovative distribution channels” Stefano Domenicali, President and CEO of Formula 1.

Legal Information All logos, trademarks and brand names mentioned here are the property of their respective owners. All company, product and service names used in this video are for identification purposes only. Used sources of information and images: - formula1.com - apple.com - techcrunch.com - gettyimages.com.