Apple's ambitions to expand its Formula 1 streaming deal beyond the US are encountering a first massive obstacle in Europe: Sky Sports has prematurely extended its broadcasting rights for Great Britain, Ireland and Italy – thus closing three of the most important European markets to Apple well into the next decade.
Sky and Formula 1 jointly announced a five-year contract extension on May 6. In Great Britain and Ireland, Sky will remain the exclusive live broadcast partner until the end of the 2034 season, and in Italy until 2032. The early signing of the contract prevents an open tender – and makes Apple's bid more difficult precisely where Formula 1 is most consumed in Europe. Apple had recently already integrated its F1 content closely into its own ecosystem – from dedicated sections in the Apple TV app to F1-specific features in the Apple Sports app, which Apple expanded just a few weeks ago.
What Sky has specifically secured
The extension in Great Britain and Ireland is in addition to an existing contract that was originally set to run until 2029. With the new deal, exclusivity there is extended by a further five years until 2034. In Italy, Sky has secured the rights until 2032.
Sky and F1 have not officially disclosed the financial details. However, the trade publication IBC reports that the UK-Ireland portion of the deal alone is expected to cost around £200 million per season – equivalent to approximately $265 to $270 million annually. Other sources estimate the total value over the entire contract period at around £1 billion, or approximately $1.34 billion.
Cues' strategy meets European reality
Just recently, Eddy Cue, Apple's Senior Vice President of Services, described the US deal as a logical first step at the Autosport Business Exchange in Miami. Securing the US market first was "undoubtedly the best strategy," complemented by the clear hope of being able to expand into other markets.
Sky's early contract renewal shows that European players were by no means waiting for Apple – quite the opposite. Those who hold premium content in European sports streaming are clearly taking a risk and prefer to renew early before new competitors like Apple or Netflix drive up prices through open bidding. Sky has prevented precisely that.
Which European markets are still open?
Even though the UK, Ireland, and Italy are currently out of reach for Apple, other important European markets remain in flux. France, for example, is still open: Canal Plus only holds the F1 rights there until 2029. Contracts with varying remaining terms are also in place in Germany, Spain, and other markets – thus, potential entry points for Apple remain.
A comprehensive solution like "F1 on Apple TV across Europe" is now significantly less likely with the Sky contract extension. Apple would have to negotiate individual national deals, which would complicate marketing and reduce potential economies of scale.
How deeply Apple has already invested in F1
The US deal has been in place since the current 2026 season and is for five years. Apple has long since deeply integrated its coverage into its own product portfolio: a dedicated F1 section in the Apple TV app, live race tracking in Apple Sports, F1 track guides in Apple Maps, and curated playlists in Apple Music. This shows that Apple views F1 not just as streaming content, but as an ecosystem anchor – a pattern Apple also follows with MLS Soccer and MLB.
The ambition is therefore clear: Apple wants to make F1 one of the central sports pillars of its streaming service. Sky's contract extension puts the brakes on this plan in Europe, at least for the next decade.
Sports as a streaming lever for Apple
The Sky contract extension comes at a time when Apple TV, under new leadership, is already a strategic focus. Shortly after his appointment as the future CEO, John Ternus announced his intention to make Apple TV more competitive overall – a statement that, among other things, points to sports rights as a growth area. At the same time, Apple is conducting internal surveys on subscribers' content and sports preferences, with live sports playing a prominent role.
This makes the question of which European F1 rights Apple can realistically still acquire doubly relevant. Without Great Britain, Ireland, and Italy, the European F1 package remains a patchwork – with correspondingly higher barriers to market entry.
Apple's F1 strategy needs a new plan in Europe
Sky has secured its most valuable sports content early, thus depriving Apple of two of the three largest European F1 markets for years to come. For Cupertino, this means that instead of a rapid, broad European push, F1 outside the US will become a patient, country-by-country endeavor. The strategic importance of Formula 1 for Apple TV remains unchanged – but the path to achieving it has just become significantly longer. (Image: Shutterstock / Motorsport Photography F1)
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