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Apple’s recently announced five-year Formula One broadcast agreement represents the culmination of nearly a decade of strategic engagement with the sport. According to reports, senior Apple executives had been exploring F1 content opportunities as early as 2016, building relationships that eventually led to the landmark media rights deal.

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.