Apple’s world head of sports activities Jim DeLorenzo believes its Formulation 1 protection ought to flip every race weekend right into a week-long expertise.
In 2026 Apple takes on the printed rights for the US after a profitable foray into the championship by the F1 film. In keeping with the sports activities chief, the corporate has excessive expectations of itself.
“One of many nice issues in regards to the film, which has been clearly an enormous worldwide success – that half’s been nice – however actually the vital factor for us, what obtained us within the stay rights, was with the ability to work with F1, work with the groups, work with the drivers,” DeLorenzo mentioned, talking on the Autosport Enterprise Alternate London.
“As a result of for us – and we discuss this on a regular basis – we aren’t a transactional firm. We actually attempt to deal with the partnership angle of every part.”
He continued: “So seeing that as we had been making the film gave us extra confidence. Then when the stay rights alternative got here up to have the ability to pursue this…
“And sports activities is de facto vital for our prospects, which is why it’s vital for us.”
Apple is aiming to extend engagement for followers, fuelled by an pleasure that is constructing from the followers of the championship inside its personal organisation.
Brand element at a reception previous to the F1 The Film World Premiere
Photograph by: Mark Sutton / Formulation 1 by way of Getty Photographs
”Clearly having Cadillac are available in, having Ford are available in goes to be nice as a result of I feel all of us suppose at Apple that there is a ton of room to develop in the US for Formulation 1 and having large manufacturers, large corporations who’re primarily based in the US can solely assist.”
He added: “As we’re trying to develop the game within the US, which means partly we’ve got to demystify it, proper? For the brand new followers, the potential followers which are on the market – and that is the place we wanna accomplice with everyone and attempt to determine one of the simplest ways to try this.
“There is a sure training side of this for the brand new followers whereas on the identical time incomes after which preserving the belief of the present followers. So it’s a must to have that steadiness between the 2.
“However definitely, one of many issues we wish to do is create an expertise that extends all the week, not simply on race day.”
Apple is but to specify the way it will method non-race days or which elements of the corporate’s ecosystem can be used for this, however extra particulars will hopefully be revealed as we enter the 2026 season.
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