Apple Inc. (NASDAQ:AAPL) is reportedly in discussions to acquire exclusive U.S. broadcasting rights for Formula 1, according to a Financial Times report published Wednesday. The move would position Apple in direct competition with Disney’s ESPN, whose current contract with F1 expires next year.
The reported talks come on the heels of Apple’s box office success with its Brad Pitt–led Formula 1 film, a high-budget production that has grossed over $300 million globally. The film, produced under the Apple TV+ banner, is considered a major theatrical milestone for the company’s content arm.
But Apple’s interest isn’t just cinematic. The tech giant is increasingly eyeing the live sports streaming market as it seeks to diversify beyond hardware and into recurring subscription revenues. Apple already holds streaming rights to Major League Soccer (MLS) and Major League Baseball’s Friday night games, both of which align with its growing Apple TV+ portfolio.
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Formula 1’s U.S. broadcast rights are currently held by ESPN, a subsidiary of The Walt Disney Company (NYSE:DIS). However, ESPN’s exclusive negotiation window reportedly expired last year without a new deal, opening the door for Apple and other bidders.
F1’s growing popularity in the U.S., boosted by Netflix’s “Drive to Survive” and recent Miami and Las Vegas Grand Prix events, has made the rights a high-value target. Industry analysts expect the new deal to exceed the current $85 million/year ESPN agreement, especially with tech giants like Apple entering the fray.
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Apple’s rumored bid signals its continued push into media and entertainment, a category that's now key to the company's long-term growth narrative amid maturing iPhone sales and tightening hardware margins. By securing a globally relevant and fast-growing sport like F1, Apple could not only boost TV+ subscriptions but also enhance its ad-tech and user engagement ecosystem.
While ESPN could still retain the rights, Apple’s entry into the bidding war is a clear message: the race for premium sports content is intensifying, and Apple wants pole position.
