Formula 1 is edging closer to announcing its next US media rights partner, with Liberty Media chief executive Derek Chang confirming that talks are “pretty far along.” Speaking at the Goldman Sachs Communacopia and Technology Conference, Chang revealed the series is “happy and comfortable” with the current pace of discussions, hinting that an announcement could be imminent.
While he stopped short of naming specific bidders, reports strongly suggest that Apple has tabled an offer of around US$150 million per year — significantly higher than the US$90 million currently paid by incumbent broadcaster ESPN.
Why Apple? Why Now?
Apple’s interest comes at a pivotal moment for F1 in the United States. The sport is averaging 1.35 million viewers across 15 races in 2025, its highest-ever mid-season average in the country. Momentum is strong, but the decision to potentially shift away from a traditional broadcaster like ESPN carries both opportunity and risk.
The Apple pitch is not just about money. It comes on the back of the hugely successful Brad Pitt-led Formula 1 movie, which has already grossed over US$600 million worldwide and will soon move onto Apple TV+. Aligning live race rights with blockbuster-style storytelling could create a powerful funnel for new fans, bridging Hollywood and the paddock.
The Media Rights Dilemma
Derek Chang’s comments highlighted the complexity of modern media negotiations. It’s no longer simply about who pays the most for rights. Instead, F1 must consider:
- Is the media partner also a sponsor? If so, the partnership extends beyond broadcasting into integrated brand activations.
- What distribution model grows the sport? Linear television remains powerful for reach, but streaming platforms offer deeper engagement and data-driven personalization.
- Can the balance be struck? Moving fully to a streamer could risk viewership drops, particularly among casual fans used to ESPN coverage.
This is where the strategic risk lies: momentum is on F1’s side, but a distribution misstep could slow its US growth curve.
The Apple Effect
Apple’s potential deal is more than just financial. With its streaming ecosystem, hardware ecosystem (iPhones, iPads, Macs), and retail stores, Apple offers F1 a chance to become part of everyday digital life for millions of consumers.
If executed correctly, the partnership could evolve F1 from being a “niche motorsport with rising US interest” into a cultural staple with cross-platform reach — much like how the NFL has leveraged Amazon and YouTube.
365247 take
For Formula 1, the negotiation is not just about revenue maximization. It’s about narrative control. ESPN delivers scale, but Apple offers integration — from movie screens to live races to global devices.
The smartest move for F1 might not be exclusivity, but hybrid access:
- A core Apple TV+ partnership with premium storytelling and behind-the-scenes exclusives.
- Simultaneous carriage deals with linear networks for marquee races, ensuring mass-market accessibility.
This dual approach could preserve audience growth while positioning F1 as a premium, tech-aligned property.
The next few months will determine whether F1 takes a bold leap into a streaming-led future, or whether it opts for a balance that protects both momentum and mass viewership.
Final Thought
Formula 1 is no longer negotiating just a broadcast contract. It is negotiating its US identity for the next decade.
At 365247 Consultancy, we believe the question isn’t who pays the most — it’s who positions F1 as a cultural property, not just a sports product.
That’s where the long-term value lies. And that’s where the real conversation begins.
For Brands, Businesses and Services, feature in our ecosystem
IMAGE: Getty Images
