Liberty Media CEO Derek Chang has indicated that Apple is set to play a significant role in the global Formula 1 broadcasting landscape. Speaking to CNBC, Chang suggested that the tech giant could be “very active” in the race for global F1 rights, as it prepares to take over the United States broadcasting from 2026. This move aligns with Apple’s recent ventures into the sporting world, highlighted by the success of its blockbuster F1 movie starring Brad Pitt.
The announcement comes as Apple and Formula 1 revealed a five-year contract for Apple TV to handle F1 broadcasting in the United States starting in 2026. This deal, valued at approximately $140 million per season, marks a significant shift from ESPN’s current coverage.
Apple’s Strategic Entry into Formula 1
Chang elaborated on Apple’s strategic entry into F1 broadcasting, linking it to the broader changes in the media landscape driven by technological advancements. “It’s not just about what happens in a one-and-a-half-hour broadcast window during a Sunday race, but being always on, always present,” Chang noted. He emphasized that Apple’s technological capabilities could enhance the F1 experience, driving brand awareness and expanding the sport’s reach.
When asked about the potential for Apple to pursue global F1 rights, Chang admitted that he believes the company will be “very active” when the opportunity arises. Although he did not provide specific details, he confirmed ongoing discussions with Apple on “multiple fronts.”
Impact of the F1 Movie and Broader Implications
The success of the F1 movie, described by Eddy Cue, Apple’s senior vice president of services, as the “biggest sports movie of all time,” has strengthened ties between Apple and Formula 1. Cue highlighted the film’s impact during the United States Grand Prix weekend, noting its role in bringing the Apple and F1 teams closer together.
“The movie’s been a huge hit. Biggest sports movie of all time, Brad Pitt’s biggest movie of all time. We haven’t even released it yet on Apple TV. It comes out December 12th, as well. So we’re going to get a whole set of new audiences to watch it again.”
Cue also compared F1 to Major League Soccer, a sport Apple currently has rights to but plans to drop after the 2028/29 season. He emphasized F1’s potential for growth, stating, “This is a much bigger sport than Major League Soccer. And we think there’s a huge opportunity to leverage.”
Looking Ahead: The Future of F1 Broadcasting
The move represents a significant shift in how Formula 1 is broadcast, with Apple integrating F1 into its Apple TV subscription rather than offering it as a separate package. This strategy aims to broaden the sport’s reach and attract new audiences.
As F1 continues to grow in popularity, particularly in the United States, Apple’s involvement could further accelerate this trend. The integration of advanced technology and innovative broadcasting techniques promises to transform the viewing experience, making F1 more accessible and engaging for fans worldwide.
Meanwhile, industry experts speculate on the broader implications of Apple’s entry into sports broadcasting. With its vast resources and technological prowess, Apple is well-positioned to redefine how sports content is delivered and consumed, potentially setting new standards for the industry.
As the 2026 season approaches, all eyes will be on how Apple leverages its new role in F1 broadcasting. The tech giant’s involvement could herald a new era for the sport, characterized by enhanced viewer experiences and expanded global reach.
