Apple’s Formula 1 streaming ambitions: Sky extends contract for UK and Ireland
Apple’s interest in extending its Formula 1 streaming deal for Apple TV beyond the US may have stalled after Sky Sports prematurely renewed its broadcasting rights for the sport in its largest European markets.
Sky and Formula 1 jointly announced on May 6 that Sky will remain the exclusive live broadcaster of Formula 1 in Great Britain and Ireland until the end of the 2034 season, and in Italy until 2032. The five-year extension complements the existing contract for Great Britain and Ireland, which runs until 2029. It therefore has no immediate impact on Apple’s plans, but it does push those markets significantly further into the future. Sky secured the rights by acting early, before a public tender could be issued.
Sky and Formula 1 did not disclose the value of the contract, but the trade magazine IBC reported that the share for Great Britain and Ireland is worth around £200 million (€230 million/US$265 million) per season, while other reports put the total sum at around £1 billion (€1.15 billion/US$1.34 billion).
US rights to Formula 1 are just the beginning
The deal follows recent comments by Eddy Cue, Apple’s Senior Vice President of Services, at the Autosport Business Exchange in Miami. According to a report by MotorBiscuit, Cue said that acquiring the F1 streaming rights in the US was “undoubtedly the best strategy” to begin with, adding, “I hope we can expand into other markets.”
Although Sky has temporarily closed itself off to the British, Irish and Italian markets, other important European contracts remain open – Canal Plus, for example, only holds the French rights until 2029.
Apple’s five-year deal with the US began with the 2026 season, and Apple has already integrated its coverage into its wider offering, with a dedicated F1 section in the Apple TV app, race tracking in Apple Sports, F1 track guides in Apple Maps, and playlists in Apple Music.
