Formula 1, a rapidly growing sport, is seeking a significant increase in its TV rights fees for the 2026 season, aiming for an annual package worth $150 million to $180 million. This represents a potential doubling of the current ESPN fee and a sharp contrast to the previous deal in 2018, where ESPN secured free broadcast rights.
Despite F1's popularity, media companies are showing reluctance to match Liberty Media's ambitious pricing. This lack of aggressive bidding highlights the complexities and challenges F1 faces in translating its growth into lucrative broadcasting agreements.