Apple has revved up its streaming ambitions by securing exclusive US broadcast rights for Formula 1 in a landmark five-year deal, set to kick off next year. The tech giant’s move comes after the massive success of its Brad Pitt-led F1: The Movie, which grossed over $628 million worldwide.

Under the agreement, Apple TV will offer comprehensive coverage of the sport, including all practice sessions, qualifying rounds, sprint races, and the Grands Prix. Select races and practice sessions will also be freely available through the Apple TV app, giving fans a taste of the high-speed action.

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Industry reports suggest Apple is paying around $140 million per season—significantly higher than the $90 million previously paid by ESPN, which has broadcast Formula 1 in the US since 2018. Analysts say the deal positions Apple TV to compete more aggressively in the sports streaming arena, where live events have become critical to attracting subscribers and reducing churn.

Formula 1 has seen a surge in popularity, adding nearly 90 million new fans globally last year, with China reporting the largest growth after its post-COVID return to Shanghai. For Apple, this deal complements its growing sports lineup, which already includes Major League Soccer and Friday Night Baseball, strengthening its foothold in live sports entertainment.

By combining blockbuster content with exclusive live sports, Apple is signaling a new era for streaming, appealing to both traditional sports enthusiasts and new audiences drawn in by its cinematic productions.