Apple TV’s ambitions to become Formula 1’s global broadcaster have run into a significant obstacle. Sky Sports has struck a landmark long-term deal to retain the F1 broadcasting rights in the UK, Ireland, and Italy, locking out rival platforms and effectively shutting the door on Apple’s global expansion plans for the foreseeable future.
The deal, widely reported to be worth around £1 billion, was confirmed less than seven months after F1 signed a $150 million-a-season deal with Apple to broadcast races live in the United States. Apple SVP Eddy Cue had barely finished telling reporters before the Miami Grand Prix weekend that the company hoped to “develop in other markets” before F1 responded by tying Sky Sports down until 2034 in the UK and Ireland, and until 2032 in Italy.
Huddle Up Founder Joe Pompliano, Apple SVP of Services Eddy Cue, Formula One Group CEO Stefano Domenicali, F1 Miami GP Managing Partner Tom Garfinkel, and F1 Miami GP President Katharina Nowak at the Autosport Business Exchange Miami. Photo by Maya Gilmore/ABX Miami 2026 via Getty Images
The message from F1 was clear: traditional broadcasters are not going anywhere yet.
Apple’s Global Push and Why It Spooked Europe
Apple’s arrival as F1’s American broadcaster was never going to be the end of the story. The company openly admitted as much. “Starting in the United States, which represents a huge market for us, and building from there, is undoubtedly the best strategy,” Cue told Autosport Business Exchange Miami. “I hope we can develop in other markets.”
Those comments landed like a thunderbolt across European broadcasting boardrooms. French media outlets L’Equipe and Auto Hebdo reported rising concern after Apple TV confirmed it wants to expand beyond the United States. Canal Plus holds French Formula 1 rights until 2029, and Cue’s comments immediately raised alarm in France.
Brad Pitt and Lewis Hamilton attend the Apple Original Films and Warner Bros. Pictures “F1” World Premiere in Times Square.Dimitrios Kambouris/Getty Images
Apple’s momentum had already been building. Its US entry came on the back of the worldwide success of the Lewis Hamilton-backed Brad Pitt F1 movie and strong early viewing figures after acquiring the rights from ESPN. The fear among European broadcasters was that once existing contracts began expiring, Apple would be waiting with a checkbook.
What makes Apple a uniquely formidable rival is that its F1 ambitions go far beyond a broadcasting deal. From the moment the 2026 season launched, F1 content was woven across Apple’s entire product universe, live races on Apple TV, curated playlists and driver warm-up mixes on Apple Music, dedicated F1 sections on Apple News, animated circuit landmarks on Apple Maps, and race tracking through Apple Sports and Live Activities.
For traditional broadcasters, competing with that kind of ecosystem integration is a different challenge entirely. Sky decided not to wait and find out.
What Sky’s Deal Actually Covers
Under the new deal, Sky will continue to show every practice session, qualifying, sprint race, and Grand Prix live across its platforms. The British Grand Prix will remain free-to-air, as will highlights of every other Grand Prix.
A Sky Sports umbrella in the rain ahead of the 2026 F1 Miami Grand Prix. Photo by Bradley Collyer/PA Images via Getty Images
While official financial details were not disclosed, multiple reports suggest the deal is worth approximately £200 million per year, totaling around £1 billion over the five-year extension period. Sky moved to secure the renewal with three years remaining on the previous arrangement, a deliberate tactic to prevent Apple from mounting a challenge when those rights came up for grabs.
In Italy, the deal reflects a sport experiencing a significant surge in interest. The 2026 season has opened with a 25% rise in viewership, driven largely by 19-year-old Kimi Antonelli. His first Grand Prix victory, at the Chinese Grand Prix, drew 1.2 million viewers live on Sky and a further 1.4 million on TV8.
Why Formula 1 Chose Security Over a Bidding War
The decision to extend with Sky early, rather than letting the rights come to market, says as much about Formula 1’s strategy as it does about the Sky deal itself.
Formula 1 CEO Stefano Domenicali reinforced the point. “Their world-leading approach to live broadcasting, content creation, and behind-the-scenes analysis led by a truly amazing group of on-screen talent has made the difference in continuing to grow our sport in the UK, Ireland, and Italy,” he said.
Dana Strong, Sky Group CEO, at the launch of Sky Glass. Photo by Joe Maher/Getty Images for Sky
Sky Group chief executive Dana Strong pointed to the sport’s momentum as a key factor. “This new agreement secures Sky as the home of Formula 1 for years to come, as the sport enters an exciting era with more British talent on the grid and rising stars like Kimi Antonelli,” she said.
What This Means for Apple’s F1 Future
Apple has not been entirely shut out of Formula 1. Its US deal remains in place, and the relationship between Apple and Sky is not adversarial; Sky’s broadcasts are actually taken by Apple as part of its US coverage. As The Race noted, having this mixture of youth and experience means two big broadcasters bring benefits to the F1 ecosystem.
Stefano Domenicali, President and CEO of Formula 1, and Eddy Cue, Apple’s senior vice president of Services, at the Apple TV Press Day at the Barker Hangar. Photo by Eric Charbonneau/Apple TV via Getty Images
But the dream of a unified global F1 streaming service led by Apple has been pushed back significantly. With rights locked in until 2034, any path to a global Apple-led Formula 1 broadcast model will have to wait. And by the time those rights come back up for negotiation, the landscape could look very different.
For now, Sky remains firmly in the driver’s seat across Europe, and Apple will have to watch from the pit lane.
This story was originally published by Athlon Sports on May 11, 2026, where it first appeared in the Racing section. Add Athlon Sports as a Preferred Source by clicking here.
