Jim DeLorenzo, Apple’s global head of sports, maintains that their Formula 1 broadcasts should transform each Grand Prix weekend into a full week-long event.
In 2026, Apple will assume the broadcast rights for the United States, following a successful venture into the championship via the F1 film. According to the sports executive, the corporation places high expectations upon itself.
“One of the fantastic aspects of the movie, which has undeniably achieved enormous global triumph—that part has been superb—yet the truly significant element for us, which generated our interest in the live rights, was the ability to collaborate with F1, its teams, and its drivers,” DeLorenzo stated, speaking at the Autosport Business Exchange in London.
“Because for us – and this is something we frequently discuss – we are not a company focused solely on transactions. We genuinely endeavor to concentrate on the collaborative aspect of everything.”
He further elaborated: “So observing that while producing the film provided us with greater assurance. Then, when the chance to acquire the live rights emerged, it allowed us to pursue this…
“And athletic events hold considerable importance for our clientele, which is why it matters to us.”
Apple aims to boost fan involvement, propelled by a growing enthusiasm for the championship among enthusiasts within its own enterprise.
Logo detail at a reception prior to the F1 The Movie World Premiere
Photo by: Mark Sutton / Formula 1 via Getty Images
”Evidently, the arrival of Cadillac and Ford will be highly advantageous, as we at Apple universally believe there is significant potential for Formula 1 expansion within the United States, and the involvement of prominent, US-based corporations can only be beneficial.”
He went on to say: “As we endeavor to cultivate the sport’s growth in the US, this partly necessitates making it more accessible, isn’t that right? For emerging fans, the prospective audiences out there—and that’s precisely where we intend to partner with everyone to identify the optimal strategy.
“There’s an inherent instructional element to this for fresh audiences, while simultaneously earning and sustaining the confidence of existing devotees. Consequently, achieving that equilibrium between the two is crucial.”
“Nonetheless, assuredly, one of our objectives is to devise an immersive experience that extends throughout the entire week, not merely on the day of the race.”
Apple has yet to outline its strategy for periods between races or specify which components of the company’s operational framework will be leveraged for this, but further details are anticipated to surface as the 2026 season approaches.
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– From the Autosport.com Collective
