Formula 1 enters a pivotal year with a $700 million deal to move US coverage to Apple's streaming service, marking a major gamble on its American growth strategy. The sport, once considered niche in the US, has exploded in popularity since Liberty Media's 2017 acquisition, with revenues surging to $3.9 billion and operating profit hitting $632 million.

This momentum has been fueled by Netflix's Drive to Survive documentary series, which brought millions of new fans, and blockbuster partnerships with brands like Cadillac, LVMH, and Aramco. The sport's cultural cachet will be on full display with Cadillac's Super Bowl ad and F1: The Movie competing for Best Picture at the Oscars.

Yet F1 faces significant challenges as it enters this new era. Moving away from ESPN has raised concerns about reduced exposure in the crucial US market, while new regulations have prompted complaints about on-track racing quality. The arrival of Cadillac as the first US team in a decade could be overshadowed if the team struggles to compete. With team valuations soaring and global attendance records being shattered, F1's leadership remains confident that partnering with Apple will unlock new audiences, though the success of this strategy remains to be proven.