Apple bids for Formula 1 streaming rights in new countries, CEO announces

Apple is expected to seek Formula 1 streaming rights in additional markets, Formula 1 chief executive Stefano Domenicali said on Liberty Media’s latest earnings call. The comment follows Apple’s debut this year as the exclusive broadcaster of every Grand Prix in the United States, a deal that streams each race on the Apple TV app. While neither Apple nor Formula 1 has released precise viewing numbers, both parties have highlighted a strong start to the partnership.

The U.S. agreement marks Apple’s first foray into live motorsport coverage. Launched in March, the service bundles all 23 races into the Apple TV+ subscription, replacing the sport’s previous cable and streaming arrangements. Early reports suggest the deal has helped attract new subscribers to Apple’s platform and boosted F1’s audience in a market where the sport has traditionally lagged behind European viewership. Both companies have praised the “very positive response” from fans, though they have kept exact figures confidential, citing competitive concerns.

Domenicali said the success of the U.S. rollout makes a broader rollout logical as new rights windows open. He added that Apple’s interest in expanding beyond the United States aligns with the sport’s strategy to grow its global digital footprint and tap into Apple’s massive user base. If Apple pursues additional territories, it could reshape how F1 is accessed worldwide, potentially moving more fans from traditional pay‑TV to streaming. The next round of rights negotiations, slated for later this year, will reveal whether Apple can secure deals in Europe, Asia or the Middle East, a move that could further boost subscriber numbers for both the tech giant and the racing series.