Domenicali backs F1's Apple TV deal for US growth
F1 CEO Stefano Domenicali supports the new exclusive U.S. broadcasting deal with Apple TV+, valuing it at around $140 million annually. He believes Apple's technology and reach will attract a broader, younger audience, aiming to surpass the record viewership achieved under ESPN.
Formula 1 CEO Stefano Domenicali has endorsed the championship's new exclusive broadcasting partnership with Apple in the United States, predicting it will significantly expand the sport's reach. The multi-year deal, estimated at $140 million annually, sees Apple TV+ take over from ESPN starting with the 2026 season. Domenicali believes Apple's technological ecosystem and connectivity will introduce F1 to new audiences in "different ways," aiming to build upon ESPN's record 2025 viewership of 1.3 million average viewers per race.
Why it matters:
The shift to Apple represents a strategic bet on streaming and technological integration to solidify F1's hard-won growth in the critical American market. After years of investment through Drive to Survive and three successful Grands Prix, this partnership leverages Apple's massive user base and product ecosystem to attract a younger, broader demographic, which is essential for the sport's long-term commercial health and fanbase expansion.
The details:
- The exclusive five-year U.S. media rights deal began in 2026, with Apple TV+ becoming the sole platform for live race coverage.
- Financial Scale: The agreement is believed to be worth approximately $140 million per year to F1.
- Expanded Experience: Apple has teased a comprehensive viewing experience that extends beyond race weekends, integrating across its product lineup. This includes a new collaboration with IMAX to screen select races in theaters.
- Strategic Rationale: Domenicali emphasized Apple's unique ability to connect with consumers through its ubiquitous devices and applications, calling it a "new tool of connectivity" for F1.
- Transition from ESPN: While grateful for ESPN's role in F1's initial U.S. revival since 2018, Domenicali stated the reach through Apple's streaming platform "will be even bigger." He confirmed ongoing collaborations with ESPN's parent company, Disney, on other projects like licensing.
- Audience Goals: The move specifically targets the streaming-mature U.S. market, where F1's fanbase is increasingly younger and includes a significant 40% female viewership.
What's next:
The success of this partnership will be measured by its ability to grow U.S. viewership numbers beyond ESPN's peak. Apple is expected to deploy its full suite of technology and marketing resources to create an immersive, week-round F1 product. If successful, this model could influence how F1 approaches media rights and fan engagement in other global markets, setting a new benchmark for sports broadcasting in the streaming era.