Liberty Media CEO expects Apple to be "very active" in F1 global rights race

Liberty Media CEO Derek Chang says Apple is likely to be "very active" when asked if Apple would ever fight for global Formula 1 rights. This comes as the tech giant readies itself to take over broadcasting for the United States from the beginning of 2026.

Speaking to CNBC, Chang commented on Apple's role in F1 and its broadcasting, linking it to the massive success the brand saw with the blockbuster F1 movie starring Brad Pitt.

“In parallel [to the F1 movie], we ended up doing a deal with Apple on the US media rights," he said on the company taking over from ESPN. "And the way we look at it now is, sort of the whole media landscape, and we talk about in terms of reach has just changed over time because of what technology has enabled.

"And now it’s not just about what happens in a one-and-a-half-hour broadcast window during a Sunday race, but being always on, always present.

"I think that Apple, with what they can do from a technology standpoint, will really enhance the product and therefore the content, and the whole experience that I think will just continue to drive the brand and drive the awareness of the sport.”

When pressed on whether he believes Apple will pursue global F1 rights when the contract becomes available, Chang responded, admitting that he believes it will be "very active" when that happens. He also confirmed that Liberty Media is in talks with Apple on "multiple fronts", although he failed to detail what this meant.

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Apple and Formula 1 announced in October that Apple TV will take over F1 broadcasting in the United States from the beginning of the 2026 season. This five-year contract is expected to be valued at approximately $140million per season.

"Obviously, we did the F1 movie," Eddy Cue, Apple's senior vice president of services, said during the United States Grand Prix weekend. "I've known Stefano [Domenicali] for a long time. The F1 movie made us closer with the whole team and seeing what was possible.

Tim Cook and Eddy Cue at the World Premiere of F1 The Movie

Photo by: Getty Images

"The movie's been a huge hit. Biggest sports movie of all time, Brad Pitt's biggest movie of all time. We haven't even released it yet on Apple TV. It comes out December 12th, as well. So we're going to get a whole set of new audiences to watch it again. And we're excited about the opportunity of growth in the US Formula 1 has gotten way bigger, but the honest truth is it still can grow exponential. It's a huge, huge opportunity. It's more than just racing. It's culture."

In fact, Cue compared the racing series to Major League Soccer, a sport Apple currently has the rights to but will be dropping after the conclusion of the 2028/29 season - three and a half years earlier than expected.

"This is a whole other level," he said on F1. "Just honestly, this is a much bigger sport than Major League Soccer. And we think there's a huge opportunity to leverage. We're making it part of Apple TV, the subscription. It's not a season pass or an additional package. So it's going to have a much broader reach as well."

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