Apple is reportedly in negotiations to acquire the U.S. broadcast rights for Formula 1, according to the Financial Times, signaling the tech giant’s latest push into live sports streaming following the massive success of its film F1: The Movie.

The Brad Pitt-led racing drama, co-produced by Apple Studios, has already raked in over $300 million globally, boosting the company’s interest in leveraging the sport’s surging popularity stateside. With current rights holder ESPN’s exclusive negotiating window having expired earlier this year, Apple is among several major players now in contention to secure the next U.S. broadcast deal for the world’s premier motorsport series beginning in 2026.

Apple has yet to officially confirm the talks, and Formula 1 representatives also declined to comment, according to Reuters.

Formula 1 has experienced a significant rise in American viewership in recent years, largely driven by Netflix’s Drive to Survive docuseries, which humanized the high-speed drama of the sport for a global streaming audience. Netflix, which recently invested over $5 billion to secure exclusive rights to WWE’s Raw in several territories, is also reportedly pursuing the F1 package.

Apple TV+, while lauded for its critically acclaimed originals like Ted Lasso, Severance, and The Morning Show, continues to trail streaming rivals such as Netflix, Disney+, and Prime Video in subscriber numbers. Securing exclusive F1 rights could provide a high-octane boost to Apple’s sports portfolio and help attract a broader, more diverse audience.

This move reflects a broader trend in the streaming industry, where platforms are investing aggressively in live sports to attract subscribers and tap into new advertising revenue streams. The battle for F1’s U.S. media rights could become one of the most competitive in recent memory, as major tech and entertainment firms vie for dominance in a rapidly evolving sports broadcasting landscape.