Apple believes its Components 1 protection ought to begin nicely earlier than the lights exit on the grid. Speaking on the Autosport Enterprise Alternate London, Jim DeLorenzo, Apple’s international head of sports activities, is aiming to show a race weekend right into a week-long expertise.
2026 sees Apple tackle the published rights for america after a profitable foray into the championship via the F1 film. Based on the sports activities chief, the corporate has excessive expectations of itself.
“One of many nice issues concerning the film, which has been clearly an enormous worldwide success – that half’s been nice – however actually the essential factor for us, what obtained us within the reside rights, was having the ability to work with F1, work with the groups, work with the drivers,” DeLorenzo stated.
“As a result of for us – and we discuss this on a regular basis – we aren’t a transactional firm. We actually try to give attention to the partnership angle of every thing.”
He continued: “So seeing that as we have been making the film gave us extra confidence. Then when the reside rights alternative got here up to have the ability to pursue this…
“And sports activities is de facto essential for our prospects, which is why it’s essential for us.”
Apple is aiming to extend engagement for followers, fuelled by an pleasure that is constructing from the followers of the championship inside its personal organisation.
Emblem element at a reception previous to the F1 The Film World Premiere
Picture by: Mark Sutton / Components 1 by way of Getty Photos
”Clearly having Cadillac are available in, having Ford are available in goes to be nice as a result of I feel all of us assume at Apple that there is a ton of room to develop in america for Components 1 and having massive manufacturers, massive firms who’re primarily based in america can solely assist.”
He added: “As we’re seeking to develop the game within the US, which means partially we’ve to demystify it, proper? For the brand new followers, the potential followers which are on the market – and that is the place we wanna accomplice with all people and try to determine one of the best ways to do this.
“There is a sure training side of this for the brand new followers whereas on the similar time incomes after which protecting the belief of the prevailing followers. So it’s a must to have that stability between the 2.
“However actually, one of many issues we need to do is create an expertise that extends the whole week, not simply on race day.”
Apple is but to specify the way it will method non-race days or which elements of the corporate’s ecosystem shall be used for this, however extra particulars will hopefully be revealed as we enter the 2026 season.
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