If you’ve caught the thrilling buzz around the summer’s biggest Hollywood blockbuster, you’ve probably heard about F1: The Movie.
This high-octane film, starring Brad Pitt and produced by Apple Studios, has made a splash far beyond the racetrack. Apple’s gamble on this $300 million production has paid off, marking a milestone for the tech giant in Hollywood.
But behind this gripping story lies the fascinating creation of APXGP, the movie’s fictional Formula 1 team, along with the extensive brand partnerships formed well before filming began.
Let’s dive into how this story raced from concept to cinema sensation and what it means for Apple’s entertainment ambitions.
The Making of a Blockbuster and the Birth of APXGP
F1: The Movie is much more than a sports film.
It chronicles the journey of veteran driver Sonny Hayes, played by Brad Pitt, who comes out of retirement to mentor a young rising star, Joshua Pearce, at the struggling APXGP team. Although APXGP is a fictional team created specifically for the film, the movie achieves unmatched realism by blending scripted drama with footage from actual Formula 1 races.
Director Joseph Kosinski, fresh off Top Gun: Maverick, insisted on authenticity, filming at live events like Silverstone and Spa, and even having Brad Pitt drive a real, specially built race car.
The APXGP team was conceived long before cameras started rolling. It was designed as a compelling underdog story set against the high-stakes drama of real Formula 1 racing. This fictional team embodies all the tension, passion, and technical challenges of a real F1 outfit.
What makes this even more unique is how the filmmakers integrated APXGP authentically into the F1 ecosystem through early collaborations with top brands and partners.
Early Brand Partnerships: Building APXGP’s Identity Before Filming
Before production began, Apple and the film’s production team strategically partnered with numerous companies to develop APXGP’s look and feel, making the team resonate like a genuine Formula 1 competitor.
The APXGP car itself was built in close collaboration with Mercedes-AMG and seasoned Formula 2 team Carlin Motorsport, resulting in a fully functional race car that Brad Pitt and co-star Damson Idris drove during real racing weekends.
Beyond the car, APXGP’s image was carefully crafted with authentic racing gear.
The fictional team’s helmets, race suits, and car liveries featured logos of real-world sponsors, some of which signed official deals tied specifically to the movie. This included notable collaborations with brands like GEICO and Expensify, which were integrated seamlessly into the film’s world, adorning the team’s uniforms, vehicles, and even press conference backdrops.
This partnership approach reportedly generated up to $40 million in sponsorship revenue for Apple, making the movie a commercial as well as a cinematic success.
To further enhance the immersive experience, the APXGP team extended its presence beyond the screen with special merchandise and even an exclusive Mercedes-AMG supercar edition inspired by APXGP, limited to just 52 units worldwide.
These collaborative efforts not only enriched the film’s realism but also created a genuine bridge between the fictional team and real-world Formula 1 culture, engaging fans on multiple levels long before the first scene was shot.
A $300 Million Bet That Paid Off
Apple Studios invested between $200 million and $300 million to produce F1: The Movie.
The film’s global release on June 27, 2025, was a blockbuster event, with an opening weekend gross of $144 million worldwide, including $55.6 million in the U.S. alone, a career-best for Brad Pitt.
By early July, the film surpassed $300 million at the box office, a testament to Apple’s successful gamble in blending high-budget cinema with high-speed sports drama.
Apple’s Hollywood Ambitions and Sports Strategy
F1: The Movie signals Apple’s intentions far beyond streaming: a stride into traditional theatrical hits anchored by premium sports content.
The success of APXGP on screen has fueled Apple’s growing interest in Formula 1 as a whole, reportedly pushing talks to acquire U.S. broadcasting rights and challenge incumbents like ESPN in the American market.
Given Formula 1’s rapidly expanding U.S. audience, over a million average viewers per race, Apple’s move to integrate real-life races alongside immersive storytelling could redefine how American fans experience the sport.
Why APXGP and F1: The Movie Resonate
The appeal lies in a combination of cinematic craftsmanship, relatable storytelling, and savvy timing. APXGP, built with a compelling narrative and genuine technical backing, allows viewers to emotionally invest in the team’s struggles and triumphs, mirroring the drama of actual Formula 1 seasons.
The early brand collaborations around APXGP gave the film a commercial edge, blending real sponsorship culture with Hollywood storytelling to elevate the movie beyond mere fiction.
What’s Next for Apple and APXGP?
With F1: The Movie a huge box office milestone, Apple is poised to capitalize on this momentum. The company’s ambitions to stream live Formula 1 races, combined with its blockbuster storytelling, could change how fans access and engage with F1.
Meanwhile, APXGP has transcended cinema as a cultural icon, embodying the modern fusion of entertainment, sport, and sponsorship.
Final Lap: Why This Matters
Apple’s $300 million leap into F1: The Movie highlights a new era where technology, sports, and storytelling intersect.
The film’s success, bolstered by the early and strategic creation of APXGP and its brand collaborations, demonstrates that well-executed sports dramas rooted in authentic partnerships can capture global audiences and commercial success alike.
For movie lovers, sports enthusiasts, and industry watchers, F1: The Movie presents a thrilling example of what happens when a tech giant pedals full throttle into Hollywood’s competitive world with a fully fleshed-out fictional racing team built for realism and impact.
