Formulation 1’s Apple TV deal is only the start of a long-term purpose to develop into 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 largest stick and ball sports activities.
F1’s landmark five-year take care of the US tech large 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 sequence goals to capitalise on unprecedented progress in North America throughout the previous decade.
Whereas eradicating F1 from free-to-air tv can be anticipated to sting within the quick time period, Apple TV chief Eddy Cue informed 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 constructive,” Domenicali informed Motorsport.com. “We’re extraordinarily proud of the best way 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 needs to go up towards the behemoth that’s the NFL, which dominates TV programming.
IndyCar has lengthy been reluctant to strive, 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
Photograph by: Meg Oliphant / Getty Pictures
The reply is difficult 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.
“I feel that may be a related query. We all know that you just can’t 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’t change too many issues as a result of we’ve got to deal with all our pursuits the world over. To organise a calendar is probably the most troublesome factor that it’s a must to do.
“Positively, 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 we’ve got sure complexities to think about. In fact, 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
Photograph by: Motorsport Community
However based on Domenicali, each market needs to be judged by itself wants and necessities, so what works within the properly established North American streaming market would not essentially play elsewhere.
The leverage Apple has within the US shouldn’t be 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 sequence and its home followers.
“There are alternative ways to advertise the game, alternative ways to dwell the game, by means of social media, by means of a dwell feed that’s both broadcast in a form of conventional approach or in a streaming approach,” Domenicali defined.
“Each nation has a unique pace when it comes to [streaming] being the appropriate platform to develop the game, however I’d say the choice to go together 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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