Sky Sports has secured a landmark £1bn deal to retain Formula 1 broadcast rights, effectively blocking streaming giants Netflix and Apple from acquiring the rights. The agreement extends the existing partnership between the British broadcaster and the global motorsport series, which was set to run until 2029, now through to 2034. Sky became the exclusive home of Formula 1 in the UK and Ireland in 2019.
Fending Off Streaming Rivals
The move ensures that Sky Sports fends off competition from Netflix and Apple, both of which have made significant inroads into Formula 1 in recent years. Netflix has been the host platform for the hugely popular docu-series Drive to Survive, widely credited with boosting audience numbers across the sport. Apple, meanwhile, entered the Formula 1 rights market at the start of the season with a deal worth $150 million per year. The new Sky Sports deal is reported to be worth £1 billion in total.
Viewership Growth
Total viewing of Formula 1 in the UK and Ireland has increased by 90 per cent since Sky Sports took over the broadcast rights, according to an official statement. Among under-35s, viewership has surged by 120 per cent, while female viewership has more than doubled. The new deal also covers Sky's broadcasting capabilities in Italy, with a separate agreement running through to 2032.
Formula 1 Stays on Sky Sports
Formula 1 president Stefano Domenicali expressed his satisfaction with the renewed partnership, stating: "Sky has always been a dedicated, trusted, and passionate partner since we began our relationship many years ago."
The announcement comes on the heels of a successful season for British drivers. Lando Norris won Great Britain's first Formula 1 world championship since 2020 last season. The current grid features several British talents, including seven-time world champion Lewis Hamilton, George Russell, and rising stars Oliver Bearman and Arvid Lindblad. Additionally, Cadillac joined the grid ahead of the 2026 season, bringing the number of teams to 11 for the first time in a decade.
Sky's Commitment
Dana Strong, Sky's chief executive, highlighted the company's role in the sport's growth: "We’re proud of the role we’ve played in supporting the sport’s growth through world-class storytelling, innovation and long-term investment. This new agreement secures Sky as the home of Formula 1 for years to come, as the sport enters an exciting era with more British talent on the grid and rising stars like Kimi Antonelli."
