All league, Leagues Cup matches, to be shown on Apple TV starting next season thru 2032.
NEW YORK,NY–Major League Soccer and Apple announced on Tuesday that the Apple TV app will be the exclusive destination to watch every single match live starting in the 2023 season. The deal runs thru 2032. The partnership, said to be a historic first for a major professional sports league, allows fans to watch every league match, Leagues Cup matches, and select MLS NEXT Pro and MLS NEXT matches without local blackouts or the need to pay for a traditional TV bundle.
According to a tweet from John Ourand of Sports Business Journal, MLS is set to receive approximately $250 million a year from Apple. That is considerably more than the $90 million a year they are receiving now from Fox and ESPN. Also according to the Sports Business Journal, the league continues to negotiate with ESPN and Fox regarding a linear deal, though these would be non-exclusive deals and simulcast by Apple TV.
Fans can subscribe to a new MLS streaming service available exclusively through the Apple TV app. In addition to all of the match content, the service will feature a new weekly live match whip-around show in addition to also game replays, highlights, analysis, and other original programming. The content will be available at no additional cost to Apple TV+ subscribers, with a limited number of matches available for free. As an added benefit to fans, access to the new MLS streaming service will be included as part of MLS full-season ticket packages.
The MLS live and on-demand content on the Apple TV app will be available to anyone with internet access across all devices where the app can be found, including iPhone, iPad, Mac, Apple TV 4K, and Apple TV HD; Samsung, LG, Panasonic, Sony, TCL, VIZIO, and other smart TVs; Amazon Fire TV and Roku devices; PlayStation and Xbox gaming consoles; Chromecast with Google TV; and Comcast Xfinity. Fans can also watch on tv.apple.com.
“Apple is the perfect partner to further accelerate the growth of MLS and deepen the connection between our clubs and their fans,” said MLS Commissioner Don Garber. “Given Apple’s ability to create a best-in-class user experience and to reach fans everywhere, it’ll be incredibly easy to enjoy MLS matches anywhere, whether you’re a super fan or casual viewer.”
“For the first time in the history of sports, fans will be able to access everything from a major professional sports league in one place,” said Eddy Cue, Apple’s senior vice president of Services. “It’s a dream come true for MLS fans, soccer fans, and anyone who loves sports. No fragmentation, no frustration — just the flexibility to sign up for one convenient service that gives you everything MLS, anywhere and anytime you want to watch. We can’t wait to make it easy for even more people to fall in love with MLS and root for their favorite club.”
Commentary for matches will be available in English and Spanish (and French for the three Canadian sides) as well as “enhanced club coverage” for fans to follow the league and/or their favorite club in the Apple News app.
Complete details for the new service, including information on sign-ups, subscription pricing, specific details about the new MLS programming, an improved match schedule, broadcast teams, production enhancements, and pre- and postgame coverage will all be announced in the coming months.
EDITOR’S COMMENT: Previously, a few clubs had streamed their matches (not broadcast nationally) exclusively on digital platforms such as Chicago Fire FC on ESPN+ (2018-2020), DC United in an ill-fated venture with Flo Sports, and LAFC had English-language commentary initially on its YouTube Channel.
I said about the Fire’s deal it meant not having a presence on an local linear outlet such as current outlet WGN-TV meant a missed opportunity to expand their fan base using local media. Indeed, the Fire descended further into obscurity until WGN came along. DC’s deal with Flo Sports turned out to be a flop with fans and DC returned to linear outlets for 2021. LAFC’s English broadcasts are currently on Bally Sports West.
With NFL Thursday night games exclusively on Amazon Prime and Apple TV+ streaming exclusive Friday night Major League Baseball games, MLS is making a bet that the future is with cord-cutting and over-the-top platforms. However, having sporting events on linear platforms such as ESPN and Fox have not gone completely obsolete yet. How fast and how willing fans are going adapt will determine if this bet pays off for MLS.
(Editor’s Note: Information about MLS’s negotiations with ESPN and Fox ongoing has been added to a previous version of this story.)
