It was the worst kept secret for months, but the news that Formula 1 has partnered with Apple for the broadcast rights in the US is truly seismic for the series.
This is a critical deal for F1 and its owner, Liberty Media, because growth in the US market is their big bet for the future. F1 has a market capitalisation today of $24 billion, three times what Liberty paid for it in 2017 and much of that has come from growth in the US. This deal is intended to take revenues and valuation to the next level.
