Method 1’s Apple TV deal is only the start of a long-term intention to turn out to be a part of US sports activities tradition, says F1 CEO Stefano Domenicali, as he evaluates replicating the deal in different territories and mulls over the prospect of competing with the nation’s greatest stick and ball sports activities.
F1’s landmark five-year cope with the US tech big which began this season, understood to be value north of $140m each year, follows on the heels of Apple’s F1 film blockbuster because the collection goals to capitalise on unprecedented development in North America throughout the previous decade.
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Whereas eradicating F1 from free-to-air tv could be anticipated to sting within the brief time period, Apple TV chief Eddy Cue advised reporters that viewership of the season opening Australian Grand Prix was up year-on-year, a race that drew 1.1 million viewers on ESPN in 2025. And though Apple by no means tends to disclose viewers figures, the deal goes far past media rights alone.
“Regardless of the very unfriendly [timezones] of racing, the Apple protection has been very, very optimistic,” Domenicali advised Motorsport.com. “We’re extraordinarily pleased with the way in which that Apple is promoted.”
However by rising F1 within the US, the championship will inevitably face the conundrum of whether or not or not it desires to go up in opposition to the behemoth that’s the NFL, which dominates TV programming.
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IndyCar has lengthy been reluctant to attempt, deciding to curtail its season in September proper earlier than the NFL marketing campaign begins – so would F1 be keen to do one thing totally different?
IndyCar race begin
IndyCar race begin
The reply is sophisticated due to the intricate logistics of placing collectively an F1 calendar that works for a worldwide fanbase. The timing of the Las Vegas Grand Prix, which falls very late on the US east coast and early within the European morning, reveals how troublesome an train it’s for F1 to have its cake and eat it too.
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“I believe that could be a related query. We all know that you just can not defeat the NFL in prime time or on sure days of video games as a result of it is too huge,” Domenicali acknowledged.
“We aren’t blind to that. We aren’t silly sufficient to be on the identical time on the identical day with the NFL or huge video games on the NBA too.
“However we’re a worldwide sport, we have to shield our personal enterprise. We can not change too many issues as a result of now we have to deal with all our pursuits internationally. To organise a calendar is probably the most troublesome factor that you must do.
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“Undoubtedly, the extra we’re in a position to be not in the identical spot on the identical time, the higher it’s, there is not any doubt. However now we have sure complexities to think about. After all, the stronger we’re, the extra we’re in a position to be shut along with the opposite video games.”
Can Apple TV be a blueprint for different markets?
As quickly because the Apple TV deal was introduced, hypothesis was rife of the streaming mannequin being replicated exterior of the US.
Stefano Domenicali, CEO of F1
Stefano Domenicali, CEO of F1
However in accordance with Domenicali, each market needs to be judged by itself wants and necessities, so what works within the effectively established North American streaming market does not essentially play elsewhere.
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The leverage Apple has within the US just isn’t as robust as in a few of F1’s different key markets, the place legacy broadcasters have constructed up a long-term relationship with the collection and its home followers.
“There are other ways to advertise the game, other ways to dwell the game, by way of social media, by way of a dwell feed that’s both broadcast in a type of conventional manner or in a streaming manner,” Domenicali defined.
“Each nation has a distinct velocity when it comes to [streaming] being the suitable platform to develop the game, however I might say the choice to go along with the streaming within the US has been very considerate as a result of that is a market that’s the most mature.”
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