Years in the Making
Apple’s recently announced five-year broadcast rights deal with Formula One represents the culmination of nearly a decade of strategic engagement between the technology giant and the global racing series, according to sources familiar with the discussions. The agreement, which sees Apple replacing Walt Disney’s ESPN for U.S. broadcast rights, follows years of behind-the-scenes conversations and relationship-building at the highest levels of both organizations.
Historical Connections
Sources indicate that Apple’s interest in Formula One extends back much further than its recent box office success with the Brad Pitt-starring F1 film. Eddy Cue, Apple’s senior vice president of services with 36 years at the company, has served as a long-time board member of Ferrari and maintained a lifelong passion for the sport. His relationship with Stefano Domenicali, now CEO of Liberty Media-owned Formula One, dates back to Domenicali’s tenure as Ferrari team boss from 2008-2014.
“I already knew Stefano very well… but knowing and having our team and their team working that closely together for a long period of time I think gave both sides confidence of the kinds of things that we could do together,” Cue told reporters following the deal’s announcement, according to the report. “But yes, I’ve personally thought about this for a long time.”
Early Content Initiatives
The report states that discussions about Apple’s involvement with Formula One content date back to at least 2016. Tommy Baker, a friend and associate of former F1 commercial supremo Bernie Ecclestone, revealed to Reuters that he met with Cue and Ecclestone in London in August 2016 to discuss a 12-part ‘From The Grid’ show.
“Apple was ready to go with it in 2017… they were going to buy the NBC rights for the Formula One broadcast in the States and have this as a tag-on show for a few years as they built towards their streaming,” Baker told Reuters. He noted that this proposed series predated Netflix’s wildly successful ‘Drive to Survive’ docu-series, which has been credited with dramatically expanding Formula One’s audience demographic.
The “Fruit Company” Episode
Baker recounted a telling incident from the October 2016 Mexico Grand Prix where Apple representatives were touring the event for production purposes. When Chase Carey, who would soon replace Ecclestone after Liberty Media’s takeover, inquired about the identity of six individuals from Apple, Ecclestone reportedly responded: “Oh, they’re a fruit company.”
According to Baker, this reflected Ecclestone’s “particular sense of humour, and secretive way of working, rather than any disparagement of Apple Inc.” The episode illustrates the discreet nature of early discussions between the technology company and the racing series.
Strategic Evolution
Analysts suggest that Apple’s path to the broadcast rights deal demonstrates the company’s methodical approach to sports content. While the originally proposed series was never produced following Ecclestone’s departure in January 2017, the relationships and strategic thinking persisted. The recent success of Apple’s F1 film reportedly provided additional momentum for the broadcast agreement.
The timing of this announcement coincides with other significant industry developments in the technology and entertainment sectors. As companies like Walt Disney adjust their sports media strategies, Apple’s commitment to premium live sports content appears to be strengthening.
Broader Implications
Industry observers note that this agreement represents another significant move in the evolving landscape of sports broadcasting rights. As streaming platforms increasingly compete for premium live sports content, deals of this magnitude signal shifting patterns in how audiences consume sports entertainment. These changes reflect broader market trends affecting multiple sectors of the technology industry.
The partnership also demonstrates how strategic relationships in the technology sector can evolve into significant business agreements over time. While early content initiatives may not immediately come to fruition, the report suggests they can lay the groundwork for more substantial collaborations years later.
As the media landscape continues to evolve, this agreement between Apple and Formula One represents what analysts describe as a logical progression in the technology company’s services strategy. The deal underscores the importance of long-term relationship building in high-stakes media rights negotiations, with both parties reportedly viewing the partnership as mutually beneficial for reaching new audiences in key markets.
This coverage is based on reporting from Reuters news agency and reflects ongoing related innovations in technology and media distribution.
This article aggregates information from publicly available sources. All trademarks and copyrights belong to their respective owners.
Note: Featured image is for illustrative purposes only and does not represent any specific product, service, or entity mentioned in this article.