New Apple TV Deal in the USA: Impact on F1 Sponsors

Formula 1’s switch from ESPN to Apple TV+ in 2026 is causing quite a stir among racing fans. The move, worth a reported $750 million, locks all races, qualifying rounds, and practice sessions behind a paywall on Apple TV+ for the next five years. While F1 executives claim this decision caters to younger, streaming-savvy fans, the shift could have a negative impact on the sport’s long-term growth in the U.S.

The concern lies in the potential loss of viewership and exposure for sponsors, who have heavily invested in F1 due to its growing popularity in the American market. With ESPN’s widespread accessibility and extensive reach, F1 saw a considerable increase in viewership during the 2025 season, breaking previous records.

The fear now is that transitioning to a streaming platform like Apple TV+ could alienate a significant portion of viewers, resulting in a drop in sponsor exposure and value. For sponsors, the value of their partnerships with F1 teams is closely tied to TV visibility, including logo impressions during broadcasts and other promotional opportunities.

If U.S. viewership on Apple TV+ declines by 50%, as some predict, sponsors could see a significant reduction in media value and exposure. This could have a ripple effect on the sport’s ability to attract new sponsorships and maintain existing partnerships at current rates.

Ultimately, Formula 1’s decision to prioritize short-term financial gains from the Apple TV+ deal over sustained growth and exposure for sponsors could have lasting repercussions on the sport’s commercial success. By moving away from traditional broadcasting channels to a streaming service, F1 risks alienating the very brands that have contributed to its recent success. For sponsors who have played a vital role in F1’s golden era, this shift to streaming represents a gamble that could impact their ROI and long-term partnerships.