Apple used custom cameras to capture races in its new “F1” film. Image credit: Apple
Sky Sports has locked down Europe’s largest Formula 1 broadcast markets, blocking Apple’s clearest path to expanding Formula 1 streaming beyond the US market.
Apple has said it wants to expand coverage of Formula 1 outside the United States. But Sky’s renewals will keep the UK and Ireland tied to the sport’s existing TV rights structure.
The new deals keep Sky as Formula 1’s live broadcast partner in the UK and Ireland until 2034 and in Italy until 2032. The UK and Ireland expansion is worth about $270 million per year, or about $1.35 billion over the life of the deal.
Apple entered Formula 1 broadcasting in October 2025 by signing a five-year deal to become the sport’s U.S. partner starting with the 2026 season. Formula 1 has become one of the fastest-growing sports properties in the U.S. market in recent years.
Apple billed the deal as an expansion of Apple TV’s live sports offerings as Formula 1’s U.S. audience continues to grow. Apple executive Eddy Cue later suggested the company could eventually expand into other markets.
Speaking at the Autosport Business Exchange event in Miami, ahead of the Miami Grand Prix, Cue said Formula 1 rights are licensed on a market by market basis and added that he hoped Apple could “expand into other areas and markets”.
Sky renewed Formula 1 rights before market open
Sky’s renewal doesn’t stop Apple from expanding internationally, but it does keep some of Formula 1’s biggest European media markets unavailable for years. Sky moved early to secure the rights before its previous contracts expired and before other major media or technology companies could challenge the deals.
Several reports claim that the early renewal gave Formula 1 long-term financial certainty and avoided an open tender process. The decision also reflects how differently Formula 1 operates in Europe and the United States.
Traditional broadcasters still play a central role in the European Formula 1 market, where long-standing television partnerships continue to deliver large audiences and extensive local coverage. Sky broadcasts every practice session, qualifying round, sprint race and Grand Prix live on its platforms.
CEO Stefano Domenicali presented the expansion as a continuation of a successful relationship rather than a transition to a streaming-focused future. Sky’s production quality and editorial coverage have contributed to the development of the sport in these markets, Domenicali said in a statement announcing the deal.
The series still has a strong incentive to remain with established broadcasters in major international markets. Apple has the money to compete for sports rights, but regional licensing deals and established TV partners still provide predictable revenue and large built-in audiences.
Apple’s Formula 1 strategy still remains focused on the United States
Publicly, Apple has focused its Formula 1 strategy on the American market. Its initial announcement focused on U.S. audience growth, exclusive U.S. streaming rights, and the integration of Apple services.
Formula 1 content now appears across the Apple ecosystem, including Apple Music playlists, Apple Maps racing features, Apple Sports updates and Apple News coverage. Apple also recently added a dedicated Formula 1 section to the Apple TV app ahead of the 2026 season.
The ecosystem strategy gives Apple a different incentive structure than a traditional broadcaster. Sky relies heavily on Formula 1 as its premium subscription programming.
Apple can use Formula 1 to strengthen multiple services simultaneously while strengthening the Apple ecosystem. Apple’s broader efforts around the sport have also included F1 movie promotions and seamless integration across Apple TV and Apple Music.
Nonetheless, Sky’s renewal reduces Apple’s flexibility if Apple ultimately decides to pursue a greater international presence in Formula 1. The UK remains one of Formula 1’s most important media markets, and Italy has significant historical importance to the sport thanks to the local Ferrari and Formula 1 fan base.
For now, Apple still controls one of Formula 1’s fastest-growing territories, while Sky retains the sport’s traditional European strongholds. The result preserves Formula 1’s existing broadcast balance instead of accelerating a rapid transition to a single global streaming model.