Apple’s bold move into live sports streaming
As ESPN’s long-standing Formula 1 contract draws to a close at the end of the season, Apple is emerging as a frontrunner in the battle for North American F1 rights. The tech titan, which has already dipped its toes into premium sports with Major League Soccer, is reportedly in advanced discussions with Liberty Media to secure live F1 broadcasts starting in 2026. This strategic pivot could transform Apple TV+ from a niche entertainment platform into a must-have destination for motorsport fans in the United States and Canada.
Why Formula 1 matters to Apple
Apple’s interest in Formula 1 aligns with the sport’s skyrocketing popularity in North America. Three high-profile Grands Prix now feature on the U.S. calendar:
- Miami: A street race around Hard Rock Stadium that brings F1 to a football venue.
- Austin: The Circuit of the Americas hosts another weekend of on-track action each spring.
- Las Vegas: A Saturday night spectacle down the famed strip, creating unprecedented excitement.
The “Drive to Survive” Netflix series has described a new generation of fans to F1, and Apple aims to capitalise on this momentum by offering a premium, integrated viewing experience.
From MLS to motorsport: Apple’s growing sports portfolio
Apple’s foray into live sports began with Major League Soccer, secured in a deal that brought star attractions, including Lionel Messi’s Inter Miami, to Apple TV+. Last season, LA Galaxy claimed their first MLS Cup in a decade, demonstrating the competition’s appeal. Adding Formula 1 would elevate Apple’s sports credentials even further, presenting subscribers with marquee events from kickoff to checkered flag.
Apple also co-produced the recent Formula 1 movie starring Brad Pitt and seven-time world champion Sir Lewis Hamilton, showcasing an existing commitment to the sport’s narrative and global iconography. This cinematic venture underscores Apple’s ambition to not only stream races but weave F1 into its broader content ecosystem.
A streaming rights showdown looms
Industry reports suggest Netflix could also bid for the 2026 F1 package, setting the stage for a high-stakes clash between on-demand giants. Apple’s deep pockets and established subscription base offer a significant advantage, but Netflix’s proven success with sports documentaries and its budding live sports ventures—such as Thursday Night Football—mean that no deal is locked in yet.
In parallel, Amazon has invested heavily in live sports, acquiring Thursday Night NFL and Premier League rights in the U.K. YouTube, too, is experimenting with free broadcasts of an NFL game in Brazil later this year. As each platform vies for exclusive live events, consumers may soon juggle multiple subscriptions to access their favourite leagues and races.
Cadillac entry adds strategic timing
Securing F1 rights in 2026 would coincide with Cadillac’s inaugural race team—making it the second North American constructor on the grid after Gene Haas’s outfit. This timing presents Apple with a unique marketing narrative: promoting live coverage alongside the debut of a U.S. brand in one of the world’s most prestigious racing series. The convergence of American teams, cutting-edge tech integration and growing fan enthusiasm could drive record-breaking viewership.
Innovations Apple might bring to F1 broadcasts
Should Apple win the rights, viewers could see several enhancements typical of the company’s approach:
- Interactive multi-angle viewing: Allowing fans to switch between cockpit cameras, on-board telemetry and trackside perspectives in real time.
- Data overlays: Live lap times, sector breakdowns and pit-stop analysis integrated seamlessly into the replay interface.
- Device synergy: Race alerts and key stats pushed to Apple Watch and iPhone, keeping fans informed even away from the TV.
- AR/VR experiences: Potential augmented reality features during lulls in action, such as 3D car models and track simulations.
These innovations would set a new benchmark for motorsport streaming, reflecting Apple’s reputation for combining sleek design with intuitive user experiences.
Negotiation hurdles and financial considerations
Acquiring premium sports rights is rarely inexpensive. Analysts estimate the North American F1 package could command upwards of $250 million per year. Apple’s financial muscle positions it well, yet Liberty Media will demand a significant premium. Key negotiation points include:
- Contract length: Multi-year deals lock in revenue but increase exposure to market shifts.
- Exclusivity terms: Defining whether coverage can be sublicensed to cable or other platforms.
- Revenue-sharing models: Balancing upfront fees with ad revenue or subscription splits.
What’s next for Apple and F1 fans
With ESPN’s exclusivity window expired in February, an announcement could come as early as Q4 2025. Fans eager for confirmation will watch Liberty Media’s next rights update, and Apple’s broader streaming strategy. If successful, Apple TV+ would transform from a niche service into a must-have platform for live sports, reshaping how motorsport is consumed across North America.
The coming months will reveal whether Apple can outmaneuver Netflix and other rivals in this high-octane contest—potentially redrawing the map of sports broadcasting for years to come.