Sky Sports locks in £1B Formula 1 deal through 2034 amid record growth
Formula 1 has seen a major surge in popularity, with younger and female audiences driving growth. A new £1 billion deal with Sky Sports will keep the sport on the broadcaster until 2034. The agreement also extends coverage to Italy until 2032, securing long-term access for fans. Sky Sports has outbid streaming giants Netflix and Apple to retain Formula 1 rights. Apple had initially offered $150 million per year, but Sky’s deal ensures the sport stays on traditional TV. Since Sky took over UK and Ireland broadcasts, viewership in the region has jumped by 90%.
Netflix’s Drive to Survive docu-series has played a key role in expanding F1’s audience. Under-35s viewership has risen by 120%, while female fans have more than doubled. This growth comes as Lando Norris clinched Great Britain’s first F1 world title since 2020 last season.
The sport is also expanding on the track. Cadillac will join as the 11th team in 2026, marking the first time in a decade that the grid has grown to that size. The £1 billion Sky Sports deal locks in Formula 1’s future on TV for over a decade. With rising viewership and new teams entering, the sport’s popularity shows no signs of slowing. Fans in the UK, Ireland, and Italy will continue to watch races through Sky’s platforms until at least 2034.
