Formula 1 is in the final stages of negotiating its next U.S. media rights deal, with Apple emerging as the front-runner to replace current partner ESPN after the 2025 season. The move is reportedly backed by a massive nine-figure bid from the tech giant, as reported by The Athletic, signaling a potential shift for the racing series from traditional broadcast to a streaming-exclusive future.
A price for pole position: Apple has reportedly tabled a bid between $120 million and $150 million per year. That figure easily outpaces the roughly $90 million ESPN currently pays and shows the high value placed on F1's booming U.S. popularity.
More than a media deal: For F1 parent company Liberty Media, the choice isn't just about the money. CEO Derek Chang stated the company is looking for a strategic ally, asking, "Is your media partner even just a media partner, or are they also a sponsor?" The goal is a collaborator that can amplify fan engagement on a "holistic basis."
From Hollywood to the grid: The potential deal follows Apple's successful collaboration with F1 on the blockbuster film F1: The Movie. The tech giant is now poised to leverage that relationship by bringing live racing from the silver screen directly to Apple TV+.
A move to a streaming-only platform would be a bold gamble, testing whether F1's record-setting audience of more than 1.3 million viewers per race will follow the sport behind a new paywall. While Apple appears to be the lead contender, Netflix remains a player thanks to the massive success of its docuseries Formula 1: Drive to Survive. Meanwhile, F1's parent company Liberty Media continues to consolidate its power in motorsports, having recently acquired MotoGP, and its chairman hasn't ruled out an eventual sale of F1 if the price is right.
