Apple looks to bid on becoming US home for Formula 1

Key Points

• It seems likely that Apple is bidding to become the US home for Formula 1 by acquiring broadcasting rights.

• Research suggests Apple is in talks to stream Formula 1 races starting in 2026, competing with ESPN and possibly Netflix.

• The evidence leans toward Apple's interest being driven by F1's growing US popularity and its strategy to expand live sports on Apple TV+.

Background

Apple, known for its technology and streaming services, is looking to secure the US broadcasting rights for Formula 1 (F1), a popular motorsport. This move aligns with Apple's recent investments in live sports, such as Major League Baseball and Major League Soccer.

Current Situation

The current US broadcaster, ESPN, holds the rights through 2025, but their contract is expiring, opening opportunities for new bidders. Apple is in active negotiations, aiming to start streaming F1 races from the 2026 season via its Apple TV+ platform.

Competition and Context

Apple faces competition from ESPN and potentially Netflix, with the next deal estimated at $120-$150 million per year, up from ESPN's current $90 million. F1's popularity in the US has surged, partly due to Netflix's "Drive to Survive" series, making this a competitive and high-value market.

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Comprehensive Analysis of Apple's Bid to Become US Home for Formula 1

This note provides a detailed examination of Apple's efforts to bid on becoming the US home for Formula 1, focusing on its pursuit of broadcasting rights, the current market landscape, financial implications, and broader context, as observed on July 9, 2025, at 10:12 AM PDT. The analysis draws from recent news reports from TechCrunch, Reuters, and 9to5Mac, offering a thorough overview of the situation.

Background and Apple's Interest

Apple, a global technology giant, is actively pursuing a bid to acquire the US broadcasting rights for Formula 1 (F1), a premier motorsport championship. This move is part of Apple's broader strategy to expand its Apple TV+ streaming service by investing in live sports content. The company already holds exclusive streaming rights for Major League Baseball (MLB) Friday Night Baseball and is the exclusive streaming home for Major League Soccer (MLS) games, indicating a pattern of leveraging sports to attract subscribers and boost ad revenue.

Apple's interest in F1 is further evidenced by its recent engagements with the sport. The company has produced F1: The Movie, which grossed over $300 million worldwide, and a documentary on Lewis Hamilton available on Apple TV+. Additionally, Apple executives have been attending F1 race days, signaling a deepening involvement. This aligns with the growing popularity of F1 in the US, driven significantly by Netflix's documentary series Drive to Survive, which launched F1 into the mainstream in 2019 and has particularly boosted viewership among young women, as noted in related articles.

Current Broadcasting Landscape

The current US broadcaster for F1 is ESPN, a subsidiary of Walt Disney, which holds exclusive rights through the 2025 season. According to Reuters, ESPN's exclusivity period to negotiate a new contract expired in February 2025, opening the door for competitors. The current deal earns ESPN approximately $90 million annually, but the next rights round is estimated to be worth $120-$150 million per year, as reported by 9to5Mac, reflecting the increased value of F1 in the US market.

If a deal materializes, Apple would stream F1 races starting with the 2026 season via its Apple TV app, as confirmed by multiple sources. However, 9to5Mac notes that it's unlikely Apple would allow streaming elsewhere if it secures the rights, potentially impacting the current F1 TV service, which costs about $130 a year and offers live and on-demand races.

Competition and Bidding Process

Apple is not the only contender for the F1 US broadcasting rights. ESPN is expected to bid to retain the rights, given its established position and experience. Reuters mentions Netflix as another potential bidder, based on media reports from February 2025, though its current involvement is unclear. The Financial Times, cited by TechCrunch and 9to5Mac, indicates that Apple and ESPN are the most serious suitors, with others also in the mix, though exact proposals are unknown.

The rights are controlled by Liberty Media, F1's parent company, and the bidding process is ongoing as of July 9, 2025. The estimated cost of $120-$150 million per year underscores the high stakes, driven by F1's growing viewership, particularly among younger audiences, and the trend of streaming platforms investing in exclusive live sports rights for subscriber growth and ad revenue. For context, Netflix paid over $5 billion for exclusive rights to WWE's "Raw" starting in January 2024, highlighting the scale of such deals, as per Reuters.

Financial and Market Implications

The financial implications of this bid are significant. The increase from ESPN's current $90 million to an estimated $120-$150 million reflects F1's rising popularity in the US, fueled by Drive to Survive and other factors. For Apple, securing these rights would enhance Apple TV+'s appeal, competing with services like Netflix and Amazon Prime Video, which are also investing in sports content. The move could also leverage Apple's existing sports deals to cross-promote and attract new subscribers, especially given F1's demographic appeal.

For F1, a deal with Apple could mean greater visibility and integration with Apple's ecosystem, potentially including features like enhanced streaming quality and integration with Apple devices. However, it could also disrupt existing fan bases accustomed to F1 TV, as noted by 9to5Mac's speculation on exclusivity.

Broader Context and Industry Trends

The bidding for F1's US rights is part of a broader trend in the streaming industry, where platforms are increasingly investing in exclusive live sports to drive subscriber growth and ad revenue. Reuters highlights this trend, citing Netflix's WWE deal as an example. Apple's bid also comes at a time when F1's viewership in the US is at record levels, with ESPN reporting record-breaking viewership for the 2025 season, as per a press release linked in the TechCrunch article.

The popularity of Drive to Survive has been pivotal, with articles from Marie Claire noting increased interest among young women, further expanding F1's audience. Apple's previous engagement, such as the Lewis Hamilton documentary and F1: The Movie, positions it well to capitalize on this trend, potentially offering a seamless viewing experience for US fans starting in 2026.

Comparative Analysis of Bidders

To provide a clearer picture, the following table compares key aspects of the potential bidders based on available information:

Bidder	Current Involvement	Estimated Bid Value	Existing Sports Deals	Strategic Advantage
Apple	In talks, produced F1 movie/doc	$120-$150M/year	MLB, MLS	Tech ecosystem, growing sports content
ESPN	Current holder, exclusivity expired	Unknown	Extensive sports portfolio	Established F1 presence, experience
Netflix	Possible bidder, boosted via Drive to Survive	Unknown	WWE "Raw"	Strong F1 fanbase via documentary

This table highlights Apple's competitive position, leveraging its tech and content strategy, while ESPN relies on its established sports broadcasting experience, and Netflix's potential bid is less certain but supported by its F1-related success.

Conclusion

Apple is actively bidding to become the US home for Formula 1 by acquiring the broadcasting rights, with negotiations ongoing for a potential start in the 2026 season. The current rights holder, ESPN, faces competition from Apple and possibly Netflix, with the next deal estimated at $120-$150 million per year. This move aligns with Apple's strategy to expand live sports on Apple TV+, driven by F1's growing US popularity and its own prior engagements with the sport. As of July 9, 2025, no final decision has been announced, and the outcome will shape F1's US broadcasting landscape starting in 2026.

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