Apples F1 broadcast deal has been years in the making

Sign up now: Get STs newsletters delivered to your inbox

FILE PHOTO: Formula One F1 - United States Grand Prix - Circuit of the Americas, Austin, Texas, U.S. - October 23, 2022 Tim Cook waves the chequered flag to the race winner Red Bulls Max Verstappen REUTERS/Mike Segar/File Photo

AUSTIN, Texas - When Bernie Ecclestone was asked about a group of guests receiving VIP treatment at a Formula One race nine years ago, the commercial supremo said they were representatives of a fruit company.

The explanation reflected his particular sense of humour, and secretive way of working, rather than any disparagement of Apple Inc .

Fridays announcement of Apples five-year deal for Formula Ones U.S. broadcast rights, replacing Walt Disneys ESPN, was seen as a logical follow-on from the box office success of Apples F1 movie, starring Brad Pitt.

The California-based companys interest in the sport, at a senior level, goes back much further than the last couple of years however.

THINKING ABOUT THIS FOR A LONG TIME

Eddy Cue, senior vice president of services with 36 years at Apple, is a long-time board member of Ferrari -- where Stefano Domenicali, now chief executive of Liberty Media-owned Formula One, was team boss from 2008-14 -- and a lifelong F1 fan.

I already knew Stefano very well... but knowing and having our team and their team working that closely together for a long period of time (with the movie) I think gave both sides confidence of the kinds of things that