- Apple reportedly prepared to pay much more than ESPN
- Disney-owned broadcaster not willing to enter bidding war
- Apple currently has rights to NFL and MLS games
Apple has submitted a bid worth at least US$150 million per year to broadcast Formula One in the US and appears to have edged ahead of incumbent rights holder ESPN, according to Business Insider.
The Financial Times reported last week that the technology giant was in talks with the series and planning to challenge ESPN for the next contract, which begins next year.
BlackBook Motorsport understands that Apple and ESPN remain the most serious contenders for the deal, with mooted interest from Netflix now appearing to have cooled.
As BlackBook Motorsport reported in February, ESPN is not willing to retain Formula One at any cost and is keen to avoid overpaying for the rights. The Disney-owned broadcaster currently pays a reported US$90 million per year for the rights.
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ESPN had a period of exclusivity to negotiate a new contract with Formula One but that expired, which opened the door to rival offers and the potential for a bidding war that could drive up the value of the contract.
Following the success of its F1 movie starring Brad Pitt – released last month and now approaching a global box office haul of US$400 million, including over US$135 million in the US – Apple seems ready to go all in on live Formula One rights in the States. Doing would expand a broadcast portfolio that already includes the National Football League (NFL) and Major League Soccer (MLS).
US viewership of Formula One dropped three per cent in 2024 but, after the 2025 British Grand Prix, the series is averaging 1.38 million viewers per race this year, which is currently the most successful season the championship has ever seen in the country.
It’s also important to remember that Formula One averaged just 539,000 viewers during its first season on ESPN in 2018, underscoring the sport’s upward trajectory in the US.
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