Domenicali aims to make Formula 1 "part of America's culture" as Apple TV era dawns

Formula 1 President and CEO Stefano Domenicali has articulated an ambitious vision for the sport's American future, declaring that the upcoming Apple TV partnership represents far more than a simple broadcasting transition. Speaking at a Los Angeles press day alongside Apple Senior Vice President of Services Eddy Cue, Domenicali expressed F1's determination to embed the championship into the cultural fabric of the United States. This sentiment underscores a seismic shift in how Formula 1 will reach American audiences beginning in 2026, as Apple becomes the sport's exclusive U.S. broadcast partner, ending ESPN's decades-long stewardship.

From ESPN to Apple: a transformative partnership

The five-year exclusive agreement represents a watershed moment for F1's commercial strategy in the United States. Apple TV will provide comprehensive coverage of all practice sessions, qualifying rounds, Sprint races, and Grands Prix to subscribers, with select races and practice sessions available free within the Apple TV app. Critically, F1 TV Premium will cease existing as a standalone application in the U.S. and will instead be integrated into the Apple TV ecosystem, streamlining access while maintaining premium features like personalized Multiview and 4K Ultra HD broadcasting.

Domenicali framed this transition as an opportunity rooted in strategic intent rather than mere commercial expediency. "That's a beautiful opportunity that we're going to do with passion, with determination, because we are resilient," he stated, emphasizing F1's collaborative mindset moving forward.

Aspirational goals: matching American sports giants

At the core of Domenicali's vision lies an audacious aspiration: positioning Formula 1 alongside the NFL's Super Bowl, the NBA, and MLS as essential components of American sports consciousness. "Our dream would be, one day, not only waking up to follow the Super Bowl or NBA or MLS, but also F1," Domenicali articulated, framing this ambition as both an opportunity and an obligation to the sport's fanbase.

This objective isn't merely aspirational rhetoric—it's grounded in tangible momentum. Apple's acquisition of broadcast rights represents an investment averaging $150 million annually, signifying corporate confidence in F1's growth trajectory within the American market. Furthermore, Apple's commitment extends beyond traditional broadcasting; the tech giant has pledged to leverage its technological ecosystem, including exploration of innovations like Apple Vision Pro integration, to create immersive fan experiences.

Capitalizing on the F1 Movie's unprecedented success

The Apple partnership gains considerably from the astronomical success of F1 The Movie, an Apple Original Films production that has exceeded $630 million at the global box office since its June 2025 release. Starring Brad Pitt, Damson Idris, Javier Bardem, and directed by Joseph Kosinski, the film captivated mainstream audiences while integrating authentic F1 drivers, including seven-time World Champion Lewis Hamilton, who served as an executive producer.

This cinematic breakthrough has already shifted American perceptions of Formula 1. By introducing the sport's drama, technical sophistication, and personalities to audiences beyond traditional motorsport enthusiasts, the film has cultivated precisely the cultural awareness Domenicali seeks to amplify through Apple's distribution channels. The film's recent GRAMMY award for Chris Stapleton's track demonstrates its permeation into broader entertainment consciousness.

The Apple's strategy

Critically, Apple's involvement transcends video distribution. The partnership will span Apple News, Apple Maps, Apple Music, and Apple Sports, the latter offering real-time leaderboards, live standings, and Lock Screen integration for qualifying and race updates. This holistic approach represents Apple's philosophy that significant sports partnerships demand organizational-wide engagement rather than compartmentalized streaming offerings.

Jim DeLorenzo, overseeing Apple's global sports division, emphasized this strategy at the Autosport Business Exchange in London, noting that the company mobilizes "the entire company to explore how we can grow in partnership with F1". Such comprehensive engagement suggests that 2026 will introduce innovative broadcast elements and storytelling methodologies currently unrevealed.

The pivotal 2026 season

The timing of this partnership converges with Formula 1's regulatory transformation. The 2026 season introduces new technical regulations, fresh power unit configurations, and potentially new team entries—circumstances Eddy Cue identified as marking "a transformative new era for Formula 1". Within this context, Apple's distribution infrastructure and creative capabilities position the partnership to capture American attention precisely when the championship enters a period of fundamental change.

Domenicali's vision ultimately reflects a calculated gamble: that streaming accessibility, coupled with mainstream cultural momentum and innovative coverage approaches, can fundamentally reshape American sports consumption patterns. Whether Formula 1 achieves parity with established American sports remains uncertain, but the convergence of factors—Apple's technological prowess, the movie's success, and regulatory excitement—suggests 2026 will indeed be consequential for the championship's American trajectory.