Liberty Media CEO Expects Apple to Be 'Very Active' in F1 Global Rights Bid

Liberty Media CEO Derek Chang anticipates Apple will be "very active" in the bidding for global Formula 1 broadcasting rights. This comes as Apple TV is set to take over F1's US broadcasting from 2026, marking a significant expansion of their involvement with the sport.

Why it matters:

Apple's potential pursuit of global F1 rights could redefine how fans worldwide access and experience Formula 1. The tech giant's significant resources and technological capabilities could lead to unprecedented levels of fan engagement, content innovation, and broader exposure for the sport, fundamentally shifting the traditional broadcasting landscape.

The details:

• US Rights Deal: Apple TV will become the exclusive broadcaster for Formula 1 in the United States starting in the 2026 season under a five-year contract reportedly valued at $140 million per season, taking over from ESPN.
• Technological Enhancement: Chang highlighted Apple's ability to "enhance the product and therefore the content, and the whole experience" through technology, driving brand awareness beyond the traditional Sunday race broadcast window by being "always on, always present."
• F1 Movie Success: The recent F1 movie starring Brad Pitt, produced by Apple, was cited by Apple's SVP of Services, Eddy Cue, as a major success and a catalyst for closer ties with the F1 team. Cue noted it was the "biggest sports movie of all time" and Brad Pitt's "biggest movie of all time."
• Global Ambitions: When asked about global rights, Chang stated he believes Apple will be "very active" when the contract becomes available. He also confirmed ongoing discussions between Liberty Media and Apple on "multiple fronts," though specifics were not disclosed.
• Growth Opportunity: Cue emphasized the massive growth potential for F1 in the US, describing it as a "huge, huge opportunity" that can still grow exponentially. He positioned F1 as "more than just racing; it's culture."
• Comparison to MLS: Cue contrasted F1's scale with Major League Soccer, a sport for which Apple currently holds rights but will be ending its deal early. He stated F1 is a "whole other level" and a "much bigger sport," indicating a greater strategic investment.
• Accessibility: Unlike Apple's MLS offering, F1 broadcasts will be integrated directly into the Apple TV subscription, not requiring an additional season pass, which is expected to broaden its reach significantly.

What's next:

With Apple's US broadcasting deal set for 2026 and ongoing talks on "multiple fronts," the focus now shifts to how far Apple will extend its reach in Formula 1. The potential bidding war for global rights could see Apple challenging traditional broadcasters and streaming services, promising an exciting future for F1 fans and stakeholders alike. Their deep integration of content and technology could set a new standard for sports broadcasting.