Liberty Media, the company that owns the commercial rights to Formula 1, is enjoying a record-breaking financial surge thanks to the success of the new film “F1 – The Movie,” starring Brad Pitt. The project has not only reignited global enthusiasm for the sport but also significantly strengthened the financial and cultural position of Formula 1. In the second quarter of 2025, Liberty Media reported a 40% increase in revenues compared to the same period in 2024, totaling an impressive 1 billion dollars. A substantial portion of this growth has been attributed to the success of the film, produced by Apple Original Films and distributed by Warner Bros., in which Brad Pitt plays a former racing driver returning to competition with a fictional team, the APXGP.
The economic impact of “F1 – The Movie” has been remarkable. Directed by Joseph Kosinski and produced in collaboration with high-profile figures including Jerry Bruckheimer and Formula 1 seven-time world champion Lewis Hamilton, the film generated a direct financial contribution for the Formula One Group estimated at a “mid-teens” million-dollar figure during the quarter. At the box office, the movie achieved an extraordinary debut, earning 55.6 million dollars in North America during its opening weekend in late June 2025, and surpassing 500 million dollars globally, marking the highest box office earnings of Brad Pitt’s career. Beyond cinematic revenues, the film also boosted subscriptions to the F1 TV streaming platform, further enhancing Liberty Media’s overall financial results.
The film’s authenticity and collaboration were key to its success. Created in close cooperation with Formula 1, Liberty Media, and the FIA, and shot during actual race weekends in 2023 and 2024, “F1 – The Movie” achieved a visually and narratively realistic portrayal of the sport that garnered praise from both audiences and critics. The production involved real F1 teams, drivers, and circuits, including the iconic Silverstone Grand Prix, providing an immersive experience for viewers. Lewis Hamilton, acting as a consultant, ensured the film respected the culture and history of Formula 1, while the involvement of Jerry Bruckheimer’s Dawn Apollo Films and Brad Pitt’s Plan B Entertainment ensured a high-profile, quality production.
The cultural and economic impact of the film has been significant. Formula 1 CEO Stefano Domenicali highlighted that the movie amplified public interest in the sport, describing it as a “defining moment” for the brand. The success is part of the continued growth trajectory for Formula 1 under Liberty Media, which acquired the sport in 2017. In 12 of the last 40 races, organizers reported sold-out events, establishing new attendance records in six races and demonstrating global interest, with Formula 1 increasingly competing with more traditional sports for fans and attention.
In addition to the film’s contribution, adjustments to the race calendar and targeted marketing efforts have concentrated revenues in the second quarter, further strengthening the Formula One Group’s financial performance. The expansion of the global fanbase, fueled by initiatives like the movie and Netflix’s “Drive to Survive” series, has solidified Formula 1’s position as both a sporting and cultural phenomenon. In the United States, in particular, the film represents a strategic move to consolidate the sport’s presence ahead of 2026 broadcast rights negotiations, a critical market for Formula 1’s future growth.
The success of “F1 – The Movie” fits into Liberty Media’s broader strategy of leveraging the sport’s rising popularity to expand its audience and create a positive narrative around Formula 1. By combining authentic racing action, Hollywood star power, and strategic collaboration with the motorsport world, the film has acted as a catalyst for growth, helping Liberty Media achieve record revenues, increase global fan engagement, and enhance Formula 1’s cultural relevance worldwide.
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