F1 TV rights: Apple now eyes markets beyond the United States

Domenicali opens the door

Since the start of the 2026 season, Apple has held exclusive Formula 1 rights in the United States under a five-year deal, with every Grand Prix streamed on Apple TV. Neither Apple nor the sport publishes precise viewing figures, but both sides say they are happy with how the first year has gone.

On the investor call held by Liberty Media, F1's owner, an analyst asked whether Apple might look at other markets. Stefano Domenicali left no room for doubt: yes, and the American company should seize opportunities as soon as they arise, in other words as existing contracts expire.

No single broadcaster, but real competition

The F1 boss did, however, restate a familiar principle: the sport is not looking to hand its global rights to a single partner. It prefers to negotiate market by market, taking account of incumbent broadcasters and local specifics.

Derek Chang, who runs Liberty Media, sees Apple's interest as an asset in itself. Even when the company does not win a tender, its mere presence among the bidders increases competition between broadcasters, and therefore the value of the rights. According to iGeneration, he also believes the US partnership has already exceeded initial expectations.

Contracts locked in for years

That does not mean Apple can move quickly. In France, Canal+ holds exclusive F1 rights until 2029. In the UK and Ireland, Sky has extended its partnership until 2034, while Sky Italia keeps Italy until 2032. Sky's renewal in the spring was already seen in the US as a door closing on Apple.

Elsewhere, beIN Sports shows the championship in Asia until the end of 2030, and in the Middle East, North Africa and Turkey until 2033. DAZN has Spain, Andorra and Portugal until 2030, and Viaplay the Netherlands and the Nordic countries until 2029. Among these major deals, the first to expire will therefore do so in 2029.

Much more than a broadcaster

For F1, the stakes go beyond showing races. The sport wants to reach more under-35s and more women: according to figures it released in 2026, 43% of its audience is under 35 and 42% is female. The F1 film, produced by Apple Original Films and starring Brad Pitt, has already shown what a closer relationship between the two worlds can deliver.

In the US, Apple keeps building on its offer: 9to5Mac reports the recent arrival of a Dolby Atmos audio track and Multiview support on more devices. Feeder series matter too. F2, F3 and F1 Academy are already part of several deals, such as those with Sky and DAZN, and US Apple TV subscribers can watch them through F1 TV.

Apple clearly has the means to expand its footprint, but the pace will be set by the expiry dates of existing deals. Until then, every tender Apple enters could already push up the price of the rights, to F1's benefit.