Apple Eyes Formula 1 US Rights After Brad Pitt Film’s Triumph: What It Means for Fans

Apple is eyeing the U.S. rights to broadcast Formula 1. This move comes as the tech giant seeks to expand its presence in live sports following the success of its recent film about the racing series starring Brad Pitt.

Currently, Disney’s ESPN holds the rights to Formula 1 broadcasts in the U.S., but that contract will expire next year. Conversations between Apple and F1’s U.S. owners, Liberty Media, suggest a competitive bidding scenario, especially with the rising viewership numbers and the sport’s growing appeal among younger and female audiences.

The excitement around Formula 1 has been fueled by recent successes, including the documentary series Drive to Survive on Netflix and the box office hit F1. The film has generated around $300 million globally, setting a record as Apple’s highest-grossing movie since it ventured into film production for Apple TV+.

According to analysts at Citi, F1’s next U.S. broadcast deal could be valued at about $121 million per year. This figure represents a potential increase following the film’s release, as F1 has seen its total global media rights revenue grow by nearly 8% to approximately $1.1 billion in 2024.

Over recent years, the audience for F1 in the U.S. has soared from an average of 554,000 viewers per race in 2018 to about 1.1 million in 2024. This year’s events have even surpassed 1.3 million viewers per race, showcasing the sport’s dramatic rise in popularity.

Liberty Media has prioritized boosting F1’s appeal in the U.S., recently adding Miami and Las Vegas to the race calendar alongside the Texas grand prix. There’s also a new U.S. team set to join the grid in 2026—Cadillac, backed by billionaire Mark Walter.

As for ESPN, they had exclusive rights to negotiate a new deal, but that period has now passed, allowing competitors like Apple to step in. Future broadcasting arrangements remain undecided, but the landscape is rapidly changing.

While Apple has made initial strides into live sports—partnering with Major League Baseball and Major League Soccer—securing F1 rights would mark a significant leap in its foray into sports broadcasting. Both Liberty Media and Formula 1 declined to comment on the ongoing negotiations, leaving fans and industry watchers eager for updates.

For further details on the growing influence of streaming services in sports, check out the recent research from PwC.

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