How Apple TV deal helps F1 tap into US sports culture

TL;DR

Formula 1's new five-year deal with Apple TV aims to integrate the sport into US sports culture, with an annual value exceeding $140 million. F1 CEO Stefano Domenicali sees potential for similar deals in other regions as viewership rises.

Key points

F1's deal with Apple TV is worth over $140 million annually
The deal aims to integrate F1 into US sports culture
Viewership for the Australian Grand Prix increased year-on-year
Domenicali is considering similar deals in other territories
F1 has seen significant growth in North America recently

Mentioned in this story

Apple TVFormula 1Stefano DomenicaliEddy Cue

Motorsport photo

Formula 1's Apple TV deal is just the beginning of a long-term aim to become part of US sports culture, says F1 CEO Stefano Domenicali, as he evaluates replicating the deal in other territories and mulls over the prospect of competing with the country's biggest stick and ball sports.

F1's landmark five-year deal with the US tech giant which started this season, understood to be worth north of $140m per annum, follows on the heels of Apple's F1 movie blockbuster as the series aims to capitalise on unprecedented growth in North America across the past decade.

While removing F1 from free-to-air television would be expected to sting in the short term, Apple TV chief Eddy Cue told reporters that viewership of the season opening Australian Grand Prix was up year-on-year, a race that drew 1.1 million viewers on ESPN in 2025. And although Apple never tends to reveal audience figures, the deal goes far beyond media rights alone.

"Despite the very unfriendly [timezones] of racing, the Apple coverage has been very, very positive,” Domenicali told Motorsport.com. "We are extremely happy with the way that Apple is promoted."

But by growing F1 in the US, the championship will inevitably face the conundrum of whether or not it wants to go up against the behemoth that is the NFL, which dominates TV programming.

IndyCar has long been reluctant to try, deciding to curtail its season in September right before the NFL campaign starts - so would F1 be willing to do something different?

IndyCar race start

The answer is complicated because of the intricate logistics of putting together an F1 calendar that works for a worldwide fanbase. The timing of the Las Vegas Grand Prix, which falls very late on the US east coast and early in the European morning, shows how difficult an exercise it is for F1 to have its cake and eat it too.