Formula 1 just handed Apple TV the keys to US broadcasting rights in a jaw-dropping $700 million deal. Starting in 2026, you’ll be watching F1 on the same platform that streams Ted Lasso and Major League Soccer.
The five-year agreement left ESPN in the dust (their $90M-per-season offer didn’t stand a chance), but not everyone’s celebrating. Critics say F1 traded reach for riches. So, is this a genius play or a gamble that’ll cost the sport American eyeballs?
Apple TV Outbids ESPN: What’s the Deal Worth?
The numbers are staggering. Apple reportedly paid over £500 million ($700M) for exclusive US F1 broadcasting rights from 2026 through 2030. ESPN’s counteroffer? A modest $90 million annually—roughly $450 million total over five years.
That’s a $250 million gap. For context, that’s enough to fund an entire mid-tier F1 team for multiple seasons.
The Controversy: Money vs. Reach
F1’s critics argue the sport prioritised payday over accessibility. ESPN reaches nearly every cable household in America. Apple TV+? Not so much.
But Cadillac F1 CEO Dan Towriss isn’t buying the doom-and-gloom narrative.
“Apple’s subscriber base is much larger than people are giving them credit for,” Towriss told Front Office Sports. “And unlike MLS, there’s not an additional subscription to watch F1 races.”
That’s a key distinction. When Apple nabbed MLS rights, fans needed both Apple TV+ and a separate MLS Season Pass. For F1, your standard Apple TV+ subscription gets you in.
Why Cadillac’s Betting Big on Apple
Cadillac enters F1 in 2026 as the 11th team on the grid—and the second US-owned outfit alongside Haas. Their parent company, TWG Global, is backed by heavy hitters like Guggenheim Partners co-founder Mark Walter (who just agreed to buy the LA Lakers for $10 billion) and investor Thomas Tull.
Towriss sees the Apple deal as perfectly aligned with F1’s innovation-first mentality.
“Apple’s an innovation-first company, and I think that aligns so well with F1,” he said. “The movie [and] Drive to Survive brought a lot of new fans to the sport. We’re going to have bigger reach than people think.”
Translation: Apple brings tech-savvy audiences and slick production values. That’s the demographic F1 wants.
What This Means for American F1 Fans
Let’s be real—this deal changes how Americans watch F1. No more flipping to ESPN on Sunday mornings. You’ll need an Apple TV+ subscription (currently $9.99/month).
But here’s the upside: Apple’s known for premium streaming quality and innovative features. Expect multiple camera angles, real-time data overlays, and probably some AR gimmicks that’ll make your iPhone feel like a pit crew tool.
Plus, with Cadillac joining as America’s home team, there’s finally someone for US fans to root for beyond the occasional Haas podium fever dream.
The Bottom Line
F1 took Apple’s money and ran. Whether that’s brilliant or short-sighted depends on one thing: can Apple convert its 25+ million US subscribers into F1 diehards? Cadillac’s betting yes. If you’re an F1 fan, start budgeting for that Apple TV+ subscription—2026’s coming fast.
Want to stay ahead of F1’s biggest changes? Follow how Cadillac’s debut unfolds and whether Apple’s approach actually grows the sport’s American audience.
FAQ
Q1: Will I need a separate subscription to watch F1 on Apple TV?
A: No. Unlike Apple’s MLS deal, F1 races will be included in your standard Apple TV+ subscription—no extra paywall.
Q2: When does the Apple TV F1 deal start?
A: The agreement kicks off in 2026 and runs through 2030, covering five full F1 seasons.
Q3: Why did Apple pay so much more than ESPN?
A: Apple sees F1 as premium content that fits its innovation brand. The $700M bet banks on growing US viewership and aligning with F1’s tech-forward image.
Q4: Who owns Cadillac F1?
A: Cadillac’s backed by TWG Global, led by billionaire Mark Walter (LA Lakers, Chelsea FC) and investor Thomas Tull. They’re serious players with deep pockets.
Q5: Is this deal bad for F1’s reach in America?
A: That’s the debate. Apple TV+ has fewer subscribers than ESPN’s cable reach, but Cadillac’s CEO argues Apple’s base is bigger than critics think—and growing fast.
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