Apple’s ‘enthusiasm’ helped woo F1 away from ESPN
Apple’s ‘enthusiasm’ helped woo F1 away from ESPN
Formula 1’s chief media rights and broadcast officer opened up about the switch in a recent interview.
Formula 1 fans will have to see races in a new spot in 2026. The racing league’s broadcast deal with ESPN expired following the conclusion of the 2025 season, and in October, it announced that it would begin airing races on the Apple TV streaming service starting in 2026. In a newly published interview with Sports Business Journal, F1’s chief media rights and broadcast officer Ian Holmes gave more insight into why Apple was chosen as the destination for races moving forward.
Key Details:
- Green flag: Apple TV will begin airing Formula 1 races in 2026.
- Good vibes: Holmes said Apple’s “enthusiasm” in its pursuit of F1 was hard to ignore.
- All in one place: ESPN’s policy of distributing various F1 programming across different channels was a factor as well.
Speaking with SBJ, Holmes talked more about why F1 went with Apple as its media partner starting in 2026. He discussed the natural synergies between Apple and F1, and noted that Apple’s clear desire to work with the racing league was a definite point in its favor.
“I think what’s interesting to us is the sort of DNA of the company, what are they well known for? The iPhone, but it’s more than that — technology, the experience, the style, the style backed up with the substance — and I think a lot of that you could apply to Formula 1,” Holmes said. “It’s a really good brand fit. Other things were their enthusiasm. That shouldn’t be overlooked.”
Holmes also said that F1 considered splitting its rights into multiple packages, but decided against it on the grounds that it only stages 24 races per season in the first place. And while he didn’t want to put ESPN down, Holmes said the company’s habit of splitting F1 programming between different platforms made things more difficult for viewers.
“I’m not going to pretend that Friday practice in the middle of the afternoon is box office television, but if it’s on ESPNEWS and then the next session is on ESPN College and then ESPN3, it doesn’t help discoverability,” Holmes explained. “Whereas having it all housed effectively on a single page definitely increases the knowledge of exactly what content is available.”
The 2026 F1 season starts with the Australian Grand Prix, coverage of which starts on March 6. All races will be available to stream with an Apple TV subscription for $13 per month, with no additional purchases or subscriptions required.
Apple TV
Apple TV (formerly known as Apple TV+) is a subscription video streaming service for $14.99 per month, offering a growing slate of original series, films, documentaries, and specials. Unlike other platforms that combine licensed titles with originals, Apple TV is built entirely around exclusive programming, making it the home of critically acclaimed hits such as “Ted Lasso,” “Severance,” “The Morning Show,” and “Silo.” Its lineup continues to expand with award-winning dramas, comedies, family-friendly shows, and blockbuster original films like “CODA,” which won the Academy Award for Best Picture.