Formula 1 CEO Stefano Domenicali described the series' new Apple TV deal as the start of a strategy to embed F1 in US sports culture. The five-year agreement, valued at more than $140 million per year, began this season following Apple's F1 movie. Domenicali highlighted positive coverage and viewership gains despite challenges.
Formula 1 entered a landmark five-year streaming deal with Apple TV this season, aiming to deepen its presence in North America. The partnership, worth north of $140 million annually, builds on the region's growth over the past decade and Apple's recent F1 film. Apple TV chief Eddy Cue noted that viewership for the season-opening Australian Grand Prix rose year-on-year compared to 1.1 million viewers on ESPN in 2025. Domenicali praised Apple's promotion, saying, “Despite the very unfriendly [timezones] of racing, the Apple coverage has been very, very positive.” He added that F1 is “extremely happy with the way that Apple is promoted.”