Sky New Zealand has secured the rights to broadcast Formula 1 until at least 2028, following a new three-year extension that cements its position as the home of motorsport in the country.
The deal, which begins with the 2026 season, ensures that every practice, qualifying, and race will be shown live across Sky Sport and its streaming platform, Sky Sport Now. Free-to-air access also remains part of the package, with the Australian Grand Prix continuing to air on Sky’s FTA channels alongside highlights of every other race.
A Surge in Kiwi F1 Interest
The extension comes at a time of rising interest in Formula 1 across New Zealand, driven in part by Liam Lawson, the Racing Bulls driver who has quickly become a fan favorite despite finishing 17th in the current driver standings.
- Over 1.1 million New Zealanders have tuned in to watch F1 this year via Sky Sport and Sky Open.
- Nearly 470,000 viewers have engaged through Sky Sport Now and Sky Go.
- The Japanese Grand Prix delivered record engagement due to favorable time zones.
Adam Crothers, Sky’s head of content partnerships, said the sport has “captured the hearts of New Zealanders like never before,” highlighting Lawson’s role in inspiring a new generation of fans.
Formula 1’s Global Strategy
Formula 1 has been strategic in expanding its international footprint, and this renewal with Sky NZ is the latest in a series of global rights deals capitalizing on the sport’s soaring popularity.
Ian Holmes, F1’s head of media rights, noted:
“With the advent of Liam Lawson, we continue to see a surge in Kiwi supporters who are tuning in to back their hometown hero. Together, Formula 1 and Sky will ensure fans never miss a moment of the action.”
Sky originally reclaimed the rights in 2023 after Spark Sport exited the sports streaming market, and has since built a strong motorsport portfolio, including Supercars, IndyCar, and World Superbike.
Why This Deal Matters
This renewal highlights three big themes shaping sports media:
- Local heroes drive national engagement — Lawson’s presence has boosted F1’s relevance in New Zealand.
- Blended distribution models win — Sky combines premium pay-TV with free-to-air highlights to maximize reach.
- Long-term partnerships matter — securing rights until 2028 provides stability for fans, sponsors, and advertisers.
365247 Insight
For rights-holders like Formula 1, the lesson is clear: local resonance fuels global growth. By combining international prestige with hometown narratives, F1 strengthens both its brand and its broadcast value.
For broadcasters like Sky, offering flexibility across pay-TV, streaming, and free-to-air ensures they capture both die-hard fans and casual audiences. The future of media rights will be defined by how well platforms integrate accessibility, exclusivity, and storytelling.
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