F1 CEO Domenicali: Apple's reach will surpass ESPN's
F1 CEO Stefano Domenicali predicts Apple will provide greater reach than ESPN did, leveraging its ecosystem to connect with younger, broader audiences. The new deal includes free access to select races and all practice sessions to boost fan accessibility in the crucial U.S. market.
Formula 1 CEO Stefano Domenicali believes the series' new U.S. broadcast partnership with Apple will ultimately deliver greater reach than its previous deal with ESPN, citing Apple's ecosystem and connectivity as key advantages for attracting younger and broader audiences. The move follows a successful ESPN tenure that averaged a record 1.32 million viewers in its final season.
Why it matters:
The shift from a traditional linear broadcaster to a tech giant like Apple represents a strategic bet on the future of sports media consumption. It targets a more digitally native, younger demographic that F1 has successfully cultivated in the U.S., with 40% of its American audience now female. A successful partnership could redefine how a global sport engages with its largest growth market.
The details:
- Domenicali emphasized Apple's integrated ecosystem—spanning devices, apps, and services—as a powerful tool for connectivity and growth, arguing it will allow F1 to enter homes "in a different way."
- He expressed gratitude for ESPN, which helped revitalize F1's U.S. presence starting in 2018, and confirmed ongoing collaborations with Disney in licensing.
- The Apple TV+ offering will include every practice session, qualifying, sprint, and Grand Prix at no extra cost to subscribers, who also get access to F1 TV Premium.
- Accessibility strategy: Selected races and all practice sessions will be available for free in the first year, a tactic designed to raise awareness and lower the barrier to entry for new fans.
What's next:
The immediate focus is on executing the launch and measuring audience engagement through Apple's platforms, which do not publicly disclose subscriber numbers. Domenicali views the U.S., with its mature streaming market, as the ideal testing ground for this model. The long-term success of the deal hinges on Apple's ability to leverage its technological tools to not just match, but expand upon, the viewership numbers and cultural relevance F1 achieved with ESPN.