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In a bold move to accelerate its push into live sports, tech giant Apple is reportedly in talks to secure the exclusive U.S. streaming rights for Formula 1 racing, according to a report from the Financial Times. If successful, this deal could mark a major turning point in Apple’s ambitions to dominate the fast-evolving world of digital sports broadcasting.

The Streaming Race: Apple vs ESPN and Others

Apple is expected to compete against major media players, including ESPN, whose current Formula 1 broadcasting rights contract expires in 2026. With the growing popularity of the sport in North America—especially among younger demographics and female viewers—F1 has become one of the most attractive properties in the global sports entertainment market.

Sources familiar with the matter say Apple’s entry into the bidding war could significantly shake up how Formula 1 is delivered to U.S. audiences, potentially shifting the sport away from traditional television into a subscription-based streaming ecosystem.

Apple did not issue an official comment on the ongoing talks.

Apple’s Sports Playbook: Building on MLB and MLS

This isn’t Apple’s first foray into live sports. In 2022, the company struck a groundbreaking partnership with Major League Baseball to stream select games on Apple TV+. In 2023, it followed up with a 10-year global deal worth $2.5 billion for exclusive streaming rights to Major League Soccer (MLS), including a unique revenue-sharing deal with players.

Both deals signaled Apple’s long-term intention to carve out space in the live sports domain. Now, by potentially acquiring Formula 1 rights, Apple is targeting a sport that’s not only high-speed and glamorous but also increasingly data-driven and tech-centric—an ideal match for a tech company wanting to showcase its ecosystem.

Why F1? Why Now?

Formula 1 has witnessed an American renaissance in recent years. Once a niche sport in the U.S., F1’s viewership has soared, thanks in part to Netflix’s hit docuseries Drive to Survive, which debuted in 2019. Since then, American audiences have embraced F1’s mix of drama, technology, and elite competition. The addition of new races in U.S. cities like Miami and Las Vegas has only fueled the sport’s growth.

A recent study found that over 40% of new F1 fans in the U.S. are under 35, and nearly half of them are women—a gold mine for advertisers and streaming platforms seeking to tap into a younger, more engaged audience.

Apple, known for its tightly integrated hardware, software, and services, likely sees Formula 1 as a perfect vehicle to draw users deeper into the Apple ecosystem—think exclusive behind-the-scenes content, live stats on the Apple Watch, interactive replays on iPad, and seamless AirPlay integration.

The F1 Movie and Entertainment Synergy

Interestingly, Apple’s Formula 1 ambitions extend beyond broadcasting. The company recently released its first major theatrical hit—a yet-untitled F1 movie starring Brad Pitt and co-produced by seven-time F1 world champion Lewis Hamilton.

The film, which was made with real teams and shot during actual F1 events, has been praised for its authenticity and storytelling. Its success is seen as Apple’s test run for building a universe of F1 content—from documentaries and feature films to exclusive interviews and race recaps—all hosted on Apple TV+.

The synergy between the entertainment and live event side could give Apple a significant edge over rivals like ESPN, Amazon, or NBCUniversal.

What’s at Stake?

While financial terms are still under wraps, analysts predict that the F1 U.S. rights could go for hundreds of millions of dollars annually. Apple’s deep pockets, strong distribution platform, and commitment to quality user experience may convince Formula 1’s owners, Liberty Media, that it’s time to transition from traditional TV to a tech-first model.

But the deal won’t be simple.

ESPN has expressed interest in renewing its partnership with F1. Amazon, which has been aggressive in acquiring sports content (including Thursday Night Football), may also enter the bidding war. And then there’s the looming question of accessibility—Apple’s exclusive model could alienate some fans who prefer traditional broadcasting formats.

A Shift in Sports Consumption

The move underscores a broader trend in sports consumption—streaming is no longer just a complement to cable; it’s becoming the main event. With younger generations cutting the cord and demanding personalized, mobile-first experiences, tech companies are racing to adapt.

If Apple does win the rights, it would not only reshape how millions of Americans watch Formula 1 but also signal a shift in the power dynamics between sports leagues and broadcasters.

Final Lap: What’s Next?

With the 2026 season on the horizon and negotiations expected to continue throughout 2025, Formula 1 fans will be watching closely to see where the checkered flag falls.

Whether Apple crosses the finish line first or not, one thing is clear: the streaming wars in live sports are far from over—and Formula 1 may be its next battleground.