Apple TV Offers Free MLS Games with Subscription
In a significant shift, Apple is removing the paywall for Major League Soccer (MLS) games by integrating all matches into its Apple TV service starting next season. This decision ends the MLS Season Pass, the previous premium subscription that required fans to pay separately for access to MLS games. The announcement aims to enhance accessibility for soccer fans across the globe.
Apple and MLS Partnership Overview
In 2022, Apple and MLS struck a major 10-year agreement worth $2.5 billion. Initially, this deal allowed for a limited selection of matches to be available to Apple TV+ users, mainly through the Season Pass add-on. The revised agreement, pending approval from the MLS board of governors, reflects a strategic move to engage a broader audience by making every MLS game available to all Apple TV subscribers.
Impact on Fans and Viewership
This transition is expected to significantly increase viewership and fan engagement for MLS. Eddy Cue, Apple’s Senior Vice President of Services, expressed enthusiasm, stating, “We’re thrilled to bring MLS to more fans around the world next season on Apple TV.” This initiative aims to provide fans with seamless access to live sports, in addition to Apple Originals, all in one place.
- Integration of all MLS games into Apple TV
- End of MLS Season Pass subscription
- Goal to broaden the fanbase and accessibility
Broader Sports Strategy
Apple’s initiative parallels its successful acquisition of Formula 1 streaming rights, where races will also be available to Apple TV subscribers in the U.S. The move is part of Apple’s broader strategy to enhance its live sports offerings. Additionally, Apple recently partnered with Peacock and Chase to provide enhanced access for users, including free access for Sapphire cardholders.
Looking Ahead to 2026
The timing of this change aligns with the upcoming FIFA World Cup in 2026, which will be hosted by North America. MLS aims to capitalize on the excitement generated by the tournament, featuring many players from the league. This could provide a significant boost to MLS’s profile and engagement levels leading up to and during the World Cup.
Investment in Production Quality
MLS and Apple have launched a new dedicated production facility in Stamford, Connecticut, designed to improve the quality of sports programming. This facility, described by IMG’s Stephen Cook as a “football factory in America,” focuses on enhancing production through advanced virtual studios and a centralized control center.
These developments signal a pivotal moment for both Apple and MLS, aiming to engage fans and elevate the viewing experience in the evolving landscape of sports broadcasting.
