In a surprise deal, Apple and Netflix are teaming up for select Formula 1 programming.
The deal will include Netflix simulcasting the F1 Canadian Grand Prix May 22-24 (it will also be on Apple TV, of course), and with Apple TV getting streaming rights to season eight of Drive to Survive alongside Netflix.
Drive to Survive will land on Apple TV at midnight tonight, the same day it debuts on Netflix.
Eddy Cue, Apple’s senior VP of services, announced the deal in a conference call with reporters Thursday.
“Netflix, I think, has played a pivotal role in growing F1 since the launch of Drive to Survive, and we’re thrilled to make F1 content more broadly available to new and existing u.s. fans on both Netflix and Apple TV,” Cue said.
The deal delivers something for each company: Apple gets F1 shoulder programming that it can place alongside the live races, and expanded reach for its F1 programming through the Canadian Grand Prix simulcast. Netflix, meanwhile, will get live F1 racing in the U.S. in May, continuing its strategy of frequent live event event programming.
In fact, the Netflix deal is just one of many efforts that Apple is taking to expand the reach of F1 ahead of the season kickoff next month in Melbourne, Australia. As with its deals with MLB and MLS, Apple will be integrating F1 content and programming within its other apps, including in Apple news (which will offer live look-ins to races), Apple Maps, Apple Music, and its other apps.
And the company is striking partnerships with third-parties, in addition to Netflix. As previously reported Imax will simulcast some races, and the company will also partner with Fox’s Tubi to stream some “altcasts,” though it is not entirely clear what that will entail.
Apple secured F1 rights last year in a deal believed to be valued at $140-$150 million annually. The racing circuit had been with ESPN with years, crediting the sports giant with growing it tremendously.
“They were the one who bet on us in a moment where there was not really a good confidence that we can grow as we are doing as a sport,” F1 CEO Stefano Domenicali told The Hollywood Reporter last year. ESPN parent company Disney and F1 are still in business, with the companies working on consumer products and online comics, as announced earlier Thursday.
