Coming fresh from the Austin Grand Prix, I couldn’t help but notice how different the atmosphere felt compared to just a few years ago. The crowd was electric, yes, but also incredibly diverse — not just in nationality, but in age, gender, and background. From families and first-timers to Gen Z fans decked out in team colors, it was clear that Formula 1’s audience has evolved.

That’s why Apple’s latest announcement, becoming the exclusive broadcast partner for Formula 1 in the United States starting in 2026, couldn’t have landed at a more symbolic moment. The sport is shifting gears, and Apple is perfectly positioned to drive that momentum forward.

A Bold New Partnership

According to Apple’s announcement, the five-year partnership will make Apple TV the new home of Formula 1 in the U.S., replacing ESPN’s long-running broadcast deal. Starting with the 2026 season, Apple will stream every Grand Prix, Sprint, qualifying, and practice session exclusively through the Apple TV app, with select races and sessions available for free to viewers across devices.

Perhaps most interestingly, F1 TV Pro, Formula 1’s direct-to-consumer subscription service, will be integrated into Apple TV. This means existing Apple TV subscribers will gain access to F1 TV content directly within the app,  bringing together live race coverage, on-board cameras, team radios, and in-depth analytics in one seamless experience.

Apple also plans to extend Formula 1’s presence across its ecosystem, Apple News will feature expanded race coverage and highlights; Apple Music will curate F1-themed playlists and exclusive driver-curated soundtracks; Apple Maps will spotlight race-week experiences; Fitness+ will incorporate F1-inspired workouts; and the Apple Sports app will feature real-time leaderboards and live notifications.

In short: Apple isn’t just buying rights, it’s embedding Formula 1 into its lifestyle ecosystem.

F1 and Technology: A Long-Standing Relationship

Formula 1 and technology have been intertwined since the sport’s inception. Every car on the grid is a marvel of engineering, a rolling laboratory of data, sensors, and simulation. Over the years, F1 has become a showcase for some of the biggest names in tech.

Google, HP, Qualcomm, Dell, Cisco, IBM, and AWS are just a few of the global players that have poured resources into teams and infrastructure. These partnerships go far beyond branding: they power race analytics, real-time data sharing, and predictive modeling that determine strategy at 200 mph.

Even newer tech brands are finding ways to connect. Perplexity, the AI search company, recently partnered with Sir Lewis Hamilton, highlighting the intersection of innovation, curiosity, and personal brand alignment. And Lenovo, as the official technology sponsor of the FIA, continues to see strong returns on investment, proof that the combination of visibility, storytelling, and measurable performance impact pays dividends.

A Changing Fan Base — and a Huge Opportunity

The Formula 1 audience is booming, especially in the United States. Once seen as a niche European sport, F1 now attracts more than 52 million fans across the U.S., according to data cited in Apple’s press release. The growth has been driven in part by the Netflix series Drive to Survive, which humanized the sport’s drivers and teams and turned casual viewers into passionate fans.

But what’s even more important is who those new fans are. Surveys show that 47 percent of new U.S. F1 fans are aged 18–24, and over half are women. Globally, women now account for around 41 percent of F1’s fan base, and represent three out of every four new followers.

That mix of digital-first, socially engaged fans is tailor-made for Apple. The company’s ecosystem already thrives on personalization, community, and content integration, exactly the factors driving F1’s cultural resurgence.

When you think about it, the partnership seems inevitable:

• F1 wants to expand in the U.S., connect with younger audiences, and make streaming its primary medium.
• Apple wants premium live content that complements its growing sports portfolio and deepens user engagement.

Together, they can redefine how fans experience motorsport, not just as spectators, but as participants in a connected, data-driven world.

Apple’s Unique Edge

Apple’s move into live sports has been deliberate. With Major League Soccer (MLS Season Pass) already under its belt, Apple has shown it can deliver sports through a subscription model that emphasizes access, experience, and community over traditional broadcast fragmentation.

But Formula 1 is a step up, a truly global property with year-round storylines, massive data layers, and an affluent, loyal fan base. It’s also a brand that, like Apple, represents innovation, performance, and design perfection.

The significance of this deal goes beyond streaming. It’s a statement about where sports media is heading. The combination of data, narrative, and technology is reshaping fandom,  and Apple’s entry signals that premium sports properties can live comfortably in a fully digital ecosystem.

At the Austin Grand Prix, surrounded by a crowd that looked far more like the future than the past of motorsport, it was clear this evolution is already underway. Formula 1 isn’t just a sport anymore,  it’s a cultural platform.

Apple joining that race isn’t just a broadcasting decision; it’s a declaration. The next chapter of Formula 1 will be streamed, personalized, and powered by technology, and Apple is in pole position

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