Apple’s interest in extending its Formula 1 streaming deal for Apple TV beyond the US may have stalled, after Sky Sports signed early renewals to retain rights to broadcast the sport in its biggest European markets.
Sky and F1 jointly announced on May 6 that Sky would remain F1’s exclusive live streaming partner in the UK and Ireland until the 2034 season, and in Italy until 2032. The five-year extension comes on top of a UK-Ireland deal that was already in place until 2029, so it won’t impact Apple’s immediate plans, but it certainly pushes those markets further more out of reach. Sky’s early decision meant the rights were secured before they could go to tender.
Sky and F1 did not disclose the value of the deal, but a trade publication IBC reported that the UK and Ireland’s share is worth around £200 million (around $265-$270 million) per season, while other reports put the total figure at around £1 billion (around $1.34 billion).
The deal follows recent comments from Apple’s senior vice president of services, Eddy Cue, at the Autosport Business Exchange in Miami. According to a report from EngineBiscuitCue said landing its F1 broadcast rights in the US first was “without a doubt the best strategy”, adding: “I hope we can expand into other markets.”
Sky may have isolated the UK, Irish and Italian markets for now, but other major European deals remain open – Canal Plus only has French rights until 2029, for example.
Apple’s five-year deal in the US began with the 2026 season, and Apple has already integrated its coverage into its wider offerings, with a dedicated F1 section in the Apple TV app, race tracking in Apple Sports, F1 track guides in Apple Maps and playlists in Apple Music.