Domenicali: F1-Apple deal aims to make series 'part of culture' in U.S.
F1 CEO Stefano Domenicali states the new exclusive U.S. broadcast deal with Apple TV+, starting in 2026, is designed to make Formula 1 "part of the culture" in America. The strategy builds on the success of the *F1* film and aims to transition the sport from a niche interest to a mainstream staple alongside leagues like the NFL and NBA.
Formula 1 CEO Stefano Domenicali has outlined his vision to make the sport "part of the culture" in the United States, leveraging a new exclusive broadcast partnership with Apple TV+ set to begin in 2026. The move capitalizes on the momentum from the blockbuster F1 film and represents a strategic shift to embed the championship deeper into the American sports landscape, moving beyond its traditional broadcast home on ESPN.
Why it matters:
The United States represents F1's largest and most lucrative growth market, with three Grands Prix on the current calendar. Securing a partnership with a tech and media giant like Apple provides unparalleled platform integration and marketing reach to a younger, broader audience. This transition from a traditional sports network to a global streaming service reflects a fundamental change in how major sports properties are distributed and consumed, aiming for cultural permanence rather than seasonal interest.
The Details:
- Domenicali made the comments at a press event in Los Angeles alongside Apple's senior vice president of services, Eddy Cue, framing the deal as an "obligation to our fans."
- The core ambition is for F1 to become a routine part of the American sports conversation, akin to waking up to discuss the NFL or NBA.
- Strategic Shift: The deal with Apple TV+ for exclusive U.S. coverage from 2026 ends F1's long-standing relationship with ESPN, betting on streaming's direct-to-consumer future over traditional cable.
- Film as a Catalyst: The partnership follows the monumental success of the Apple Original Films F1 movie, starring Brad Pitt and produced with heavy involvement from Lewis Hamilton. The film has grossed over $630 million globally and won a GRAMMY, demonstrating the powerful synergy between entertainment and sports.
What's next:
The focus now shifts to execution. Apple and F1 must successfully transition the fanbase from linear TV to a streaming platform and deliver a broadcast product that justifies the move. The long-term goal is clear: to leverage Apple's ecosystem and marketing prowess to achieve Domenicali's dream of F1 becoming a staple of American sports culture. The 2026 season will be the first major test of this ambitious strategy.