Apple set for blockbuster F1 rights deal – Austin reveal expected

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In a move that could reshape the future of sports broadcasting, Apple is reportedly on the verge of taking over Formula 1’s U.S. media rights from 2026 – ending ESPN’s current run as the sport’s American home.

According to a report from media website Puck, the tech giant - the producer of the Brad Pitt F1 epic F1 The Movie released earlier this year - is expected to confirm the blockbuster agreement during next week’s United States Grand Prix at the Circuit of The Americas in Austin.

The deal is said to be worth around $140 million per year, a staggering leap from what ESPN currently pays. If confirmed, the partnership would position Apple as a new heavyweight in the global motorsport arena, extending its growing footprint in live sports streaming.

F1’s Streaming Puzzle

While excitement builds around the potential tie-up, industry insiders say there’s still one major point of friction: how Apple’s new deal would coexist with F1’s own subscription platform, F1 TV.

The championship’s proprietary service already offers American fans access to live coverage, onboard cameras, and data-rich experiences – features that could overlap or even compete with what Apple might deliver.

Actor Brad Pitt on the grid in Austin with Apple Chief Executive Officer Tim Cook.

How the two entities could operate side by side remains unclear, but negotiations appear to have advanced far enough for an announcement to be imminent.

If unveiled in Austin, the deal would take effect when ESPN’s current three-year contract expires at the end of the 2025 season.

Apple’s Grand Strategy in Sport

For Apple, the F1 deal would mark another high-profile step into the live sports landscape. The company already holds a 10-year, $2.5 billion partnership with Major League Soccer, launched in 2023 on Apple TV+, and also broadcasts Major League Baseball’s Friday Night Baseball.

Adding Formula 1 to its lineup would reinforce Apple’s growing reputation as a serious player in global sports media.

The timing couldn’t be more opportune. Formula 1’s popularity in the U.S. has surged dramatically in recent years, fueled by Netflix’s Drive to Survive and Liberty Media’s aggressive push into the American market.

With three Grands Prix now on U.S. soil - Miami, Austin, and Las Vegas - F1 is drawing an average of 1.4 million viewers per race across ESPN and ABC.

Should Apple seal the agreement, it would mark more than a changing of broadcasters – it would signal a new phase in how Formula 1 connects with its audience.

For fans, the next few days could bring not just another race weekend in Austin, but the dawn of a digital revolution in how the sport is watched, packaged, and experienced in the United States.

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Phillip van Osten

Motor racing was a backdrop from the outset in Phillip van Osten's life. Born in Southern California, Phillip grew up with the sights and sounds of fast cars thanks to his father, Dick van Osten, an editor and writer for Auto Speed and Sport and Motor Trend. Phillip's passion for racing grew even more when his family moved to Europe and he became acquainted with the extraordinary world of Grand Prix racing. He was an early contributor to the monthly French F1i Magazine, often providing a historic or business perspective on Formula 1's affairs. In 2012, he co-authored along with fellow journalist Pierre Van Vliet the English-language adaptation of a limited edition book devoted to the great Belgian driver Jacky Ickx. He also authored "The American Legacy in Formula 1", a book which recounts the trials and tribulations of American drivers in Grand Prix racing. Phillip is also a commentator for Belgian broadcaster Be.TV for the US Indycar series.