Apple’s Formula 1 broadcasting partnership is delivering encouraging advertising results in the United States, with the technology company reporting strong sponsorship performance and double-digit audience growth compared with the sport’s previous coverage on ESPN. The early success of Apple TV’s F1 advertising strategy is attracting major international brands and could establish a new model for commercial partnerships in live sports streaming.
Apple’s commercial strategy in the entertainment industry is gaining fresh momentum through Formula 1. Although the company does not follow the conventional advertising model used by many competing streaming platforms, its approach to live sporting events is reshaping the boundaries of its advertising business. The emphasis is on creating partnerships that complement the viewing experience rather than interrupt it.
Speaking to The Hollywood Reporter, Apple Ads vice-president Todd Teresi explained that the company’s primary objective is to integrate advertisers as naturally as possible into its Formula 1 coverage.
“We’re thinking very carefully about the best way to seamlessly integrate the advertiser into this experience,” Todd Teresi explained, emphasising Apple’s desire to work with partners who are “true fans of the sport, who understand its essence, who have a passion for it, but we also want them to actively engage, participate and contribute to its growth.”
Apple TV’s F1 advertising results outperform US streaming benchmarks
The findings from brand-lift studies commissioned by Apple and its advertising partners indicate that Formula 1 sponsorships are performing significantly better than traditional connected-TV benchmarks in the United States. The research points to notable improvements in brand awareness, consumer preference and purchase intent among viewers exposed to the advertising campaigns.
These results suggest that Formula 1 offers advertisers more than conventional commercial visibility. By associating their brands with a sport that attracts passionate and engaged supporters, companies have an opportunity to establish stronger connections with potential customers while benefiting from the growing popularity of motorsport in the American market.
Supporting those findings, Eddy Cue, Apple’s senior vice-president of Services, highlighted the growth in Formula 1 viewing figures on the platform. According to Eddy Cue, audiences have increased by a double-digit percentage compared with the sport’s previous broadcasts on ESPN.
The commercial appeal of that growth is closely linked to Formula 1’s audience demographics. The championship attracts younger and more affluent viewers, with a higher average income than audiences following other major American sporting competitions such as the NFL and NBA. This combination makes Formula 1 particularly attractive to premium advertisers seeking to reach consumers with substantial purchasing power.
The audience figures also reinforce the positive assessments already expressed by Formula 1’s commercial rights holder. Earlier in the partnership, Liberty Media highlighted the growth in US Formula 1 viewership following the move to Apple TV, pointing to stronger engagement and the opportunities created by Apple’s technology and distribution ecosystem.
Ford and American Express praise Apple’s Formula 1 partnership
Apple’s ability to attract premium international brands became apparent during the first season of its Formula 1 broadcasting partnership, with major agreements involving companies such as American Express and Ford. Both organisations have welcomed the opportunities offered by the streaming platform, particularly its ability to reach new audiences and strengthen brand recognition.
Will Ford, general manager of Ford Racing, highlighted the importance of the collaboration as the American manufacturer returned to Formula 1.
“With Ford’s return to F1, we’re meeting fans where they are and telling our story in a broader way than ever before. Apple TV is an exceptional partner helping us reach new audiences, and we’re already seeing greater awareness of Ford Racing and Ford’s leadership in innovation,” Will Ford said.
Jill Hamilton, vice-president of Global Media at American Express, expressed similar enthusiasm about the commercial opportunities available through Apple’s Formula 1 coverage.
“Advertising around F1 on Apple TV gives us another opportunity to strengthen our connection with people and demonstrate the value of AmEx membership, from access to presale tickets to exclusive benefits and experiences on race day,” Jill Hamilton explained.
For both companies, the appeal extends beyond placing advertisements alongside live races. Formula 1 offers an environment in which advertising campaigns can connect with existing sporting partnerships, exclusive experiences and the broader interests of fans. Apple is aiming to use that connection to create a more integrated commercial proposition.
Apple wants F1 advertising to enhance rather than interrupt broadcasts
Despite the expansion of its advertising activities, Apple is determined to preserve its traditional emphasis on the user experience. Advertising placements are being carefully designed to avoid unnecessary distractions or visual elements that could clash with the Formula 1 broadcast. The company is also working directly with sponsors already represented on cars and official team clothing, allowing commercial activities to fit more naturally into the sport’s existing environment.
That approach forms part of Apple’s wider ambition to differentiate its Formula 1 coverage from traditional television broadcasting. Alongside its advertising strategy, the company has invested in technology designed to improve the viewing experience, including customisable Multiview options, onboard cameras and additional live data.
Further enhancements have followed during the 2026 season. The United States Grand Prix at Austin marked another stage in Apple’s technical development programme, with Dolby Atmos audio introduced to Formula 1 broadcasts to provide American viewers with a more immersive experience.
Could Apple’s Formula 1 strategy become a model for live sports?
The combination of growing audiences, encouraging advertising research and strong interest from global brands suggests that Apple’s Formula 1 strategy could become an important reference point for the wider sports broadcasting industry. Rather than increasing advertising volume indiscriminately, the company is attempting to demonstrate that carefully selected partnerships can generate meaningful commercial returns without compromising the entertainment experience.
Todd Teresi reinforced that philosophy when explaining the company’s longer-term objectives.
“The goal is not to increase advertising at all costs, but to create a balanced model that delivers an excellent customer experience and a valuable return for the advertiser,” Todd Teresi concluded.
That balance will remain central to Apple’s plans as its Formula 1 advertising business develops. By focusing on the quality of its partnerships, the relevance of its commercial messages and respect for viewers, Apple is seeking to establish a sustainable model that benefits broadcasters, advertisers and Formula 1 supporters alike.
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