As Sonny Hayes stands on the top step of the podium in the grand finale of ‘F1: The Movie’, Brad Pitt’s character is celebrating victory* – but he could also have been toasting the runaway success of the film, and even the future deal that would see its production company become the home of Formula 1 in the United States.
In fact, fast-forward to October and Eddy Cue replicated that podium moment, Apple’s Senior Vice President of Services corralling F1 and Liberty Media CEO’s Stefano Domenicali and Derek Chang to stand alongside him in the press conference room at the Circuit of the Americas following the announcement of the new broadcasting partnership.
I must confess that I was not a fan of the movie. I thought the storyline was weak and far-fetched, but I was always certain it would be a blockbuster success – although maybe not to quite the heights it has reached.
However, one aspect I really did like about the whole project was the technology, the visceral and very real feeling of being inside the car with Pitt and Damson Idris out on track, fighting against the real-world F1 drivers.
That was all Apple, using cameras customised from the ones found on an iPhone 15 and running on a special version of iOS. All of which meant the tech fell within the aerodynamic requirements of a genuine F1 car.
Maybe it was when they saw the resulting footage that Apple executives truly believed they had to get its equipment trackside ‘for real’ – and now it has paid $140million annually for the next five years of broadcast rights in the United States, who is to say what coverage of an F1 race could look like in 2031?
“Max Verstappen is the one who wins the race. Or Lando, or Oscar. But at the same time, there’s a level of technology that’s off the charts. So that’s near and dear to our hearts, who we are and what we try to do – and I love that part of Formula 1,” Cue said at a recent event in New York.
A rising tide lifts all boats and other broadcasters, including F1 itself, will surely benefit from innovations trialled by Apple – which will stream all practice, qualifying, sprint and grand prix events on its Apple TV product.
That marked shift from a traditional, well-established broadcaster such as ESPN – which has held the U.S. rights since 2019 – to a streaming service, could be looked at by some outsiders as one hell of a risk by the powers that be within the halls of F1.
But the sport has been on a drive in recent years to appeal to a younger audience. It is working. The worldwide success of the film, on top of Netflix’s ‘Drive to Survive’ docuseries and partnerships with LEGO, Disney and others have all led to the demographic dropping in age.
A rising tide lifts all boats and other broadcasters, including F1 itself, will surely benefit from innovations trialled by Apple
In the press release announcing the $700million deal, Apple mentions integration with its News, Maps, Music, Fitness and Sports apps – it is ready to tap into the fandom in a way that those old-school broadcasters simply cannot.
The concept of ‘reach’, according to Chang, is “antiquated” and he has a point. Apple TV, especially in offering some races to users without the need for a subscription, can reach enough eyeballs to keep the growth of F1 in America trending upwards, while at the same time making sure those who are being attracted are young, tech-savvy and ready to commit to decades of fandom.
It may have longstanding deals with the likes of Sky Sports and its own dedicated platform in F1TV, but the new rights agreement in the U.S. could very well become the Apple of F1’s eye.
*Apologies for the spoiler
