Deepening Roots in the American Market

Formula 1 is actively working to cement its status as a staple of American sports culture. According to F1 CEO Stefano Domenicali, the sport’s landmark five-year partnership with Apple—valued at over $140 million annually—is a cornerstone of this long-term strategy. This move, which follows the production of an F1-themed blockbuster film, is designed to sustain the series' massive growth surge in North America over the last decade.


While industry analysts initially feared that moving content away from traditional free-to-air broadcast might negatively impact reach, the results have been encouraging. Apple TV executive Eddy Cue noted that viewership for the season-opening Australian Grand Prix saw a year-over-year increase, building on a strong foundation of 1.1 million viewers who tuned in via ESPN during the previous season. Domenicali expressed satisfaction with the arrangement, stating: «Despite the very unfriendly timezones of racing, the Apple coverage has been very, very positive. We are extremely happy with the way that Apple is promoted.»


The Scheduling Challenge: Navigating NFL Dominance

As F1 continues to expand its footprint in the United States, it faces a significant strategic hurdle: how to coexist with the NFL, the titan of American television. While series like IndyCar have historically chosen to conclude their seasons before the NFL kicks off, F1’s global nature makes such flexibility difficult.


Domenicali acknowledges the dominance of American football but remains pragmatic about scheduling:

  • F1 must balance the needs of a global audience with the preferences of U.S. fans.
  • The calendar, as demonstrated by the late-night Las Vegas Grand Prix, is a complex logistical puzzle.
  • Competing directly with major NFL or NBA broadcasts is not a viable strategy.

«We know that you cannot defeat the NFL in prime time or on certain days of games because it's too big,» Domenicali admitted. «We are not blind to that. We are not stupid enough to be at the same time on the same day with the NFL or big games on the NBA too.» He emphasized that while the goal is to avoid direct clashes, F1’s worldwide commitments necessitate a carefully calibrated approach.


Is the Apple TV Model a Global Blueprint?

Following the announcement of the U.S. streaming deal, questions emerged regarding whether F1 would adopt this model globally. Domenicali clarified that the series evaluates each market individually based on its maturity and existing broadcast infrastructure. He noted that the streaming-first approach in the U.S. was a calculated decision tailored to the most mature market for such services.


«There are different ways to promote the sport, different ways to live the sport, through social media, through a live feed that is either broadcast in a sort of traditional way or in a streaming way,» he explained. «Every country has a different speed... but I would say the decision to go with the streaming in the US has been very thoughtful because that's a market that is the most mature.»