Sky Sports has solidified its position as the premier broadcaster of Formula 1 with a landmark £1 billion deal that extends its existing partnership through to 2034. This new agreement not only prolongs Sky’s stewardship of the global motorsport series but also effectively blocks streaming giants Netflix and Apple from gaining a foothold in the sport’s broadcasting rights.
Since acquiring Formula 1 rights in 2019, Sky Sports has seen remarkable growth in viewership. According to recent statements, total audience numbers in the UK and Ireland have surged by 90%, with a 120% increase among viewers under 35, and female viewership more than doubling. The deal further enhances Sky’s broadcasting reach in Italy, extending coverage there until 2032.
Netflix has contributed to Formula 1’s rising popularity through its acclaimed documentary series, “Drive to Survive,” which has significantly boosted the sport’s global following. Meanwhile, Apple recently entered the Formula 1 arena with a $150 million-a-year rights deal, underscoring the growing competition. However, Sky’s comprehensive £1bn contract secures its exclusive rights and preserves its leading position in the market.
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Formula 1 president Stefano Domenicali praised the broadcaster, stating, “Sky has always been a dedicated, trusted, and passionate partner since we began our relationship many years ago.”
British talent continues to shine on the grid with Lando Norris, who clinched Great Britain’s first F1 world championship since 2020 last season. Alongside seven-time world champion Lewis Hamilton, George Russell, and promising young drivers Oliver Bearman and Arvid Lindblad, British fans have plenty to cheer for.
Looking ahead, the sport is entering an exciting new chapter with Cadillac joining the grid for the 2026 season, marking the first time in a decade that 11 teams will compete.
Dana Strong, Sky’s chief, expressed pride in the broadcaster’s role in Formula 1’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.”