Honestly, this probably accomplishes the brand objectives of this partnership better than selling the chocolate ever possibly could, and the PR statements are all too knowing about it. Maybe it was staged.

Lots of people rushed to predict that moving onto a streaming service would tank Formula 1’s ratings in the U.S., but I don’t think those people quite appreciate how many people there already are in Apple’s ecosystem — and how good of new Formula 1 fans those people make. I expect the move to Apple TV to dramatically accelerate Formula 1’s popularity here, and I expect people who have gripes about it to get over it.

Of course, as a motorsports writer, Racer is also, in concept, something I really like. I wouldn’t say it’s my favorite motorsports publication across all categories, but it’s the go-to for IndyCar, and it is comprehensive, so it’s always worth sticking around. When that group acquired MAVTV last year and created the Racer Network, I thought, “That’s a good idea. Give us some racing to watch with our subscription, and hell, I’ll gladly also take your magazine.” Unfortunately, the first year of the service did not fill me with optimism about the second, and there is currently no form of racing I follow that requires me to subscribe to it, so I no longer do.

Now more pieces are starting to fall into place. An umbrella organization has been created called F=ma. It’s no DXDT, but it is at least an engineering reference that applies to motorsports, and that is the signal they would like to send. It is led by Chris Dyson, son of Rob, so, racers. Racer is now part of F=ma’s portfolio, along with PR firm The ID Agency, which represents the likes of Porsche, Bridgestone, and Hot Wheels. F=ma has now also acquired Gridlife.

This all makes sense. You can see a coherent portfolio here. But so far to me it sounds like a closed loop that will live or die on its own, rather than part of the broader racing world.

First of all, the idea of bedding in with Prime Video makes obvious sense given how well their run of Cup race broadcasts went last year, and I dare say that if Formula 1 can get away with bundling U.S. race broadcasts with Apple services, bundling NASCAR with Amazon Prime seems like an even better idea.

But moreover, NASCAR just doesn’t have the same juice for a dramatic year-long documentary as Formula 1 does: There are too many drivers and teams, and those don’t have enough global celebrity star power pressure on them to make for off-track jeopardy, which is what DtS fans are really watching for. As followers of Formula 1 racing knows, the actual motorsports part barely even factors into that show, and the race events are basically just montages in it. NASCAR is all about the races, and that made a DtS-style silly season show rather boring.

This idea of focusing on the Daytona 500 will not only make for a better show that is more worth watching alongside a racing season — rather than instead of one, as much DtS watching seems to be done — it will do exactly what NASCAR needs to do as a sport and raise the profile of the races themselves as the centerpiece. Hopefully they’re thinking about this in terms of which race to focus on next, rather than just what happens in the same setting year after year.

Apple: “We’ll give you 💰 to let us show Drive to Survive”

Netflix: “Okay, but you have to give us a live race that’s during the day”

Apple: “K you can have the one that conflicts with the Indy 500”

Netflix: “N… no! We want a good one!”

Apple: “K bye”

Netflix: “OKAY FINE”

— Jon 🛞 (@jon.turningfortune.com) February 26, 2026 at 2:43 PM

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I love shit like this, they used to always to this type of stuff when I was watching this sport growing up so it's neat to still see it being done these days!

— Shoogy Racing 🏁 (@shoogyracing.bsky.social) Feb 13, 2026 at 2:44 PM

Oh, what happened? They pretended they were going to reveal a Dodge Cup car or something, and then it turned out to be made of stacked beer cans, and Ross Chastain drove around on a little beer scooter and revved the world’s loudest billboard.

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I can’t say the show was very entertaining; it takes a lot more work to make it possible to follow — let alone enjoy — a heavily edited race on TV than these reality show producers put in. Had I been in charge, we would have at least published videos of the full race days after the episodes came out, but I also suspect those production value shortcuts extended to the on-track operations.

NASCAR has already been an important partner with Flo, with lots of NASCAR Regional racing (including the Whelen Modified Tour) streaming there, and in related news, Flo will now simulcast some big races with NASCAR’s own FAST channel, which is really good, and which is now available right in the NASCAR mobile app in advance of this season. It’s finally almost easy to watch racing!

Accessibility is one of Formula 1’s greatest strengths. It is getting millions of people interested in racing. We want the Best Picture of the Year to be F1: The Movie, don’t you see?