Apple has scored an exclusive five-year deal to bring Formula 1 to Apple TV starting next year, marking its biggest sports push since it began streaming live baseball and soccer. Every F1 race, practice, and qualifying session will be available only through Apple TV in the U.S., with select content free to watch in the app.
The partnership follows the massive success of F1 The Movie, which Apple says is now the highest-grossing sports film of all time. The deal expands Apple’s footprint in live sports, tying Formula 1 coverage into its other services including Apple News, Apple Maps, and Apple Music. Even Apple Fitness+ will feature F1-themed content, while Apple Sports will display live leaderboards and race stats.
Eddy Cue, Apple’s senior vice president of Services, said 2026 will be a “transformative new era” for Formula 1, citing new teams, new regulations, and what he described as the “best drivers in the world.” Formula 1 CEO Stefano Domenicali praised Apple’s “vision and passionate approach,” adding that the two companies share a mission to grow the sport’s presence in the U.S.
But here’s the thing. While Formula 1 fandom has exploded globally, Americans still tend to prefer the roar of NASCAR or the bumping drama of IndyCar. Yes, Netflix’s Drive to Survive brought a new wave of curiosity, but mainstream U.S. sports fans remain lukewarm about F1. Even with sleek Apple branding and celebrity involvement, it’s unclear whether exclusive streaming will make Americans care more about European racing or just turn it into another niche subscription perk.
The move may make sense for Apple’s long-term ambitions in live sports, but if the goal is to win over the average American sports viewer, it’s a risky bet.
Not really just like F1 don’t really care about the US and don’t really invest here in the US.