U.S. Formula 1 TV rights holder Apple sees potential for the sport to grow multiple times over.

Apple has been thrilled by the way its new partnership with Formula 1 has started from an audience and coverage perspective, according to its Senior Vice President of Services Eddy Cue.

Apple will use all of its touch points to try and bring Formula 1 to as many fans as possible as the new host broadcaster of the sport in the United States, according to its senior vice president of services Eddy Cue.

“In the U.S., to be relevant, you need to start to be part of the culture,” CEO says. “You wake up in the American houses and you talk about the sport, you talk about the events."

Formula 1 has confirmed Apple will be the new broadcaster partner of the sport in the United States on a five-year deal.