Formula One’s bid to capitalize on its soaring popularity in the United States has run into a roadblock, as media companies hesitate to meet the sport’s hefty price demands for broadcast rights. Fueled by the runaway success of Netflix’s Drive to Survive docuseries, F1 has seen its American fanbase explode in recent years, transforming it from a niche European pastime into a stateside sensation. But translating that buzz into a lucrative TV deal is proving trickier than expected.
Liberty Media, the sport’s U.S.-based owner, is reportedly seeking between $150 million and $180 million annually for F1’s U.S. broadcast rights starting in 21, more than double the $75 million per year ESPN currently shells out under its existing contract. With the current deal set to expire after the 2025 season, Liberty is banking on the sport’s newfound momentum—boosted by packed grandstands at races like Miami and Las Vegas—to justify the steep hike. Yet, despite the hype, no major network or streaming platform has committed to a new agreement.
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Industry insiders suggest that media giants are wary of the price tag, questioning whether F1’s domestic audience, while growing, can deliver the viewership numbers to match such a premium. ESPN’s current deal, considered a bargain when signed in 2017, reflects a time when F1’s U.S. presence was modest. Today, the sport boasts global appeal, but the gap between its international allure and its stateside broadcasting value has left negotiations in limbo.
For Liberty Media, the standoff signals a tougher media landscape than anticipated. As F1’s American experiment races ahead, securing a blockbuster TV deal may require more than just Netflix-driven hype—it might demand a recalibration of expectations in a crowded and cautious market.
Key Points:
- Event: Formula One’s talks for U.S. broadcast rights starting in 2026 have stalled as media companies hesitate to commit.
- Price: Liberty Media is seeking $150 million to $180 million per year, more than double the $75 million ESPN currently pays.
- Context: F1’s U.S. popularity has surged, driven by Netflix’s Drive to Survive, boosting its fanbase and race attendance.
- Current Deal: ESPN’s contract, signed in 2017, expires after the 2025 season, when F1 was less prominent in the U.S.
- Challenge: Networks are balking at the steep price increase, unsure if F1’s domestic viewership justifies the cost.
- Significance: The gap between F1’s global buzz and its U.S. broadcasting value has created a negotiation deadlock.
- Outlook: Liberty Media faces a tougher media landscape, potentially needing to adjust expectations to secure a deal.
