Apple Secures Formula 1 Broadcast Deal After Years of Negotiations

Apple Inc. has entered a major five-year deal for the U.S. broadcast rights of Formula One, ending ESPN’s longstanding association with the sport. This agreement, announced on October 18, 2023, comes after years of negotiations and reflects Apple’s growing interest in motor racing.
Major Milestone for Apple
The agreement allows Apple to replace Walt Disney’s ESPN, a significant shift in how Formula One will be broadcast in the U.S. Eddy Cue, Apple’s senior vice president of services, has been an influential figure in these negotiations, highlighting the company’s long-standing ties to the sport.
History of Engagement with Formula One
Apple’s interest in Formula One can be traced back nearly a decade. Eddy Cue, who has served at Apple for 36 years, has maintained close connections within the sport, including a board position at Ferrari. His passion for Formula One has been a driving force behind Apple’s strategic objectives.
- 2016: Initial discussions between Cue and Bernie Ecclestone about producing a Formula One show.
- 2017: Apple intended to buy NBC’s U.S. broadcast rights for Formula One.
- Drive to Survive: A Netflix series credited with boosting Formula One’s popularity, which Apple sought to emulate.
Initial Negotiations and Productions
In August 2016, Cue met with Ecclestone and Tommy Baker in London, discussing an ambitious 12-part series titled “From The Grid.” Although this project did not materialize, interest in producing F1-related content was evident.
During the 2016 Mexico Grand Prix, a team from Apple explored the event, aiming to create a pilot in Abu Dhabi shortly afterward. However, the shifting landscape of Formula One leadership, including Ecclestone’s replacement, led to the abandonment of these plans.
Impact of the New Deal
With this new broadcast agreement, Apple aims to leverage its extensive resources to enhance the viewership experience. The company is expected to incorporate cutting-edge technology and exclusive content to broaden Formula One’s appeal in the United States.
This deal signifies a pivotal moment for both Formula One and Apple, representing a significant investment in sports broadcasting. It showcases Apple’s commitment to diversifying its media portfolio and engaging with new audiences through landmark events like F1 races.
As Apple embarks on this new venture, the future of Formula One in the U.S. appears promising, with fresh possibilities to attract both existing fans and newcomers to the sport.