Apple negotiates to acquire U.S. broadcasting rights for Formula 1 – a move that would significantly expand the tech giant's influence in live sports. The talks, targeting the current rights holder ESPN, are taking place against the backdrop of an expiring contract and are expected to become concrete by 2025, according to two people familiar with the matter.

The initiative coincides with the success of Apple's self-produced F1 film with Brad Pitt. The project not only marks a shift in Apple's streaming strategy but has already surpassed all previous productions on Apple TV+ with around 300 million dollars in revenue.

For Liberty Media, the US owner of Formula 1, the timing is also strategic: The company hopes to have particularly excited the young and female US audience for motorsport through the film and the Netflix documentary Drive to Survive – and thus significantly increase the value of the rights. Analysts from Citi had estimated the potential value of the new US rights before the film's release at about 121 million dollars annually – an increase of over 40 percent compared to the current ESPN payments.

In parallel to external marketing, Formula 1 is further expanding its own streaming platform F1 TV Pro, through which races are also sold directly to US viewers. Nonetheless, the national TV deal remains a key lever for reach and revenue. In 2024, the series' global media revenue grew by nearly 8 percent to around 1.1 billion dollars.

Apple aims for the next big step in the sports segment with a potential entry into Formula 1. Since 2022, the company has already been broadcasting Major League Baseball games as well as, under a billion-dollar contract, matches of Major League Soccer. Specific revenues from Apple TV+ are not yet reported separately, but the segment is part of the services division, which recently contributed around 100 billion dollars annually to the company's revenue.

Formula 1 has significantly expanded its position in the US market since being acquired by Liberty Media in 2017. In addition to the Grand Prix in Austin, races have been established in Miami and Las Vegas, and viewership on ESPN has more than doubled since 2018. In the current season, an average of 1.3 million viewers per race reached record numbers for Australia, China, Monaco, Spain, Canada, and Austria.

Whether ESPN loses the rights remains open. The exclusive negotiation phase with the broadcaster already ended last year without an agreement - paving the way for new bidders like Apple. Further interested parties are considered likely. Cadillac, supported by General Motors and financial investor Mark Walter, will also be represented with its own team in the top class from 2026.

Apple, ESPN, and Liberty Media declined to comment on the ongoing talks.