Apple's global head of sports, Jim DeLorenzo, outlined plans to transform Formula 1 race weekends into week-long experiences when the company takes over US broadcast rights in 2026. Speaking at the Autosport Business Exchange in London, he emphasized partnerships and fan engagement built from the success of the F1 movie. The initiative aims to grow the sport's popularity in the United States while balancing education for new fans and trust for existing ones.
At the Autosport Business Exchange in London, Jim DeLorenzo, Apple's global head of sports, shared the company's vision for Formula 1 coverage in the United States starting in 2026. Apple will assume the broadcast rights following its successful involvement in the F1 movie, which DeLorenzo described as a "huge worldwide success" that sparked interest in live rights.
DeLorenzo highlighted the collaborative aspect of the project, stating, "One of the great things about the movie... what got us interested in the live rights, was being able to work with F1, work with the teams, work with the drivers." He stressed Apple's partnership-focused approach: "We are not a transactional company. We really try and focus on the partnership angle of everything."
The plan seeks to extend coverage beyond race day, creating a full-week experience to boost fan engagement. DeLorenzo noted internal excitement at Apple for F1, fueled by new US-based teams like Cadillac and Ford. "There's a ton of room to grow in the United States for Formula 1," he said, adding that these brands will help expand the audience.
To attract newcomers, Apple intends to "demystify" the sport through education while maintaining trust with loyal fans. "There's a certain education aspect of this for the new fans... So you have to have that balance between the two," DeLorenzo explained. Details on non-race day content and integration with Apple's ecosystem remain unspecified, with more revelations expected closer to the 2026 season.
This approach underscores Apple's commitment to sports as vital for its customers, aiming to deepen F1's foothold in the US market.
