The tech giant that has been circling the world's premier racing series like a hawk has finally crossed the finish line. Starting in 2026, Apple TV+ will exclusively broadcast Formula 1 races in the United States, marking a seismic shift from traditional cable TV to streaming dominance. While official figures remain under wraps, insiders peg the annual payout at roughly $150 million - a hefty bump from the $90 million ESPN shells out yearly under its current agreement.
This isn't just a broadcasting coup; it's a full-throttle ecosystem play. Apple plans to weave F1 into the fabric of its empire - from physical retail displays in Apple Stores to integrations across apps like Apple Music, Apple Fitness+, and the free Apple Sports app, which will deliver real-time race updates and a dedicated iPhone widget for on-the-go fans.
As Eddy Cue, Apple's Senior Vice President of Services, put it during the announcement at the U.S. Grand Prix in Austin: "We’re thrilled to expand our relationship with Formula 1 and offer Apple TV subscribers in the U.S. front-row access to one of the most exciting and fastest-growing sports on the planet."
A Deal That Accelerates Beyond the Stream
The five-year pact, valued at an estimated $700–750 million overall, replaces ESPN's expiring three-year contract and catapults F1 into the streaming era exclusively. Subscribers to Apple TV+ ($12.99/month) will get ad-free access to every session: practices, qualifiers, sprints, and main races. But Apple sweetens the pot with free streaming of all practice sessions and select full races via the Apple TV app - no subscription required. Coverage will roll out in English and Spanish, complete with closed captioning, ensuring broad accessibility.
F1's current U.S. broadcaster, ESPN, issued a gracious exit statement: "We’re incredibly proud of what we and Formula 1 accomplished together in the United States and look forward to a strong finish in this final season."
Under ESPN's stewardship since 2018, F1's American viewership has more than doubled, from an average of 554,000 per race to over 1.2 million, fueled by Netflix's Drive to Survive and the sport's global glamour. Yet, as F1 CEO Stefano Domenicali noted, the shift to Apple aligns with the series' forward momentum: "2026 marks a transformative new era for Formula 1 - from new teams to new regulations and cars with the best drivers in the world."
What sets this apart from Apple's MLS partnership? Unlike the $2.5 billion MLS Season Pass (an add-on fee), F1 content folds seamlessly into the base Apple TV+ subscription, potentially supercharging sign-ups among the sport's 100-million-plus global fans. And with F1 TV Premium folding into the Apple TV app (ditching its standalone U.S. service), fans get a unified, high-tech hub for replays, onboard cameras, and data visualizations.
Beyond the Pit Lane: Apple's Grand Prix Marketing Machine
Apple isn't stopping at screens. The deal extends F1's high-octane allure across its platforms: Expect race-themed playlists on Apple Music, virtual training workouts synced to engine roars on Apple Fitness+, and interactive maps of circuits on Apple Maps. Apple News will buzz with insider stories, while Apple Stores transform into pop-up F1 garages - complete with simulators and merch drops—to lure foot traffic.
This cross-pollination could redefine fan engagement. Imagine glancing at your iPhone's lock screen widget for live lap times, or joining augmented-reality pit stops via Apple Vision Pro.
As Domenicali emphasized, it's about "delivering premium and innovative fan-first coverage in a way that only Apple can." The timing couldn't be better, coinciding with F1's 2026 regulation overhaul: lighter cars, sustainable fuels, and new entrants like Cadillac, promising even more drama on (and off) the track.
Brad Pitt's Gridiron Gambit Pays Off Big
Enter Brad Pitt, whose star power revved up the hype machine. Apple's $300 million+ investment in F1 - the summer blockbuster starring Pitt as a veteran driver mentoring a hotshot rookie - has grossed $629 million worldwide, shattering records as the highest-earning sports film ever. Directed by Joseph Kosinski (Top Gun: Maverick) and featuring cameos from real F1 stars like Lewis Hamilton (an executive producer), the movie didn't just entertain; it evangelized.
Released in theaters and IMAX in June 2025, F1 streamed globally on Apple TV+ in December, drawing a fresh wave of U.S. viewers - many millennials and Gen Z who binge Drive to Survive.
This surge tipped the scales in Apple's bidding war against ESPN, who opted not to match the offer. As one analyst quipped, Pitt's silver-screen spin didn't just win Oscars buzz - it lapped the competition, handing Apple a golden ticket to F1's inner circle.
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The Checkered Flag: A Win for Fans, F1, and the Future
This alliance isn't without risks. Streaming exclusivity could alienate cord-cutters without Apple TV+, and production details - like commentary teams (likely blending Sky Sports and F1 TV talent) - remain TBD. Yet, for a sport eyeing NFL/NBA-scale growth, Apple's global muscle and innovation edge could turbocharge U.S. expansion - and beyond, as expiring deals in Europe loom.
In the end, this is Apple's lap of luxury: a $750 million bet on adrenaline-fueled storytelling that could redefine how we chase the checkered flag. Buckle up - 2026's starting grid just got a whole lot shinier.
