MLS and Apple agree to landmark global rights deal

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The United States’ premier football competition Major League Soccer (MLS) has found a new broadcasting home from next season and beyond with technology giants Apple.

Making their first foray into live football broadcasting, Apple have struck a long-term global partnership with Major League Soccer (MLS) worth a reported US$250 million ($360 million AUD) per year.

After moving for a package of Major League Baseball, Apple has made their biggest sports rights acquisition to date by signing a 10-year partnership with MLS to show all matches across the world via the Apple TV streaming platform.

The agreement runs through until the end of the 2032 campaign and will see every match offered through a new MLS-dedicated subscription streaming service available exclusively through the Apple TV app. The over-the-top (OTT) offering will also include a weekly live whiparound show, full-match replays, highlights, analysis, and other original programming. A number of MLS Next Pro and MLS Next developmental tier matches will also be on the platform.

A broad selection of MLS and Leagues Cup matches, including some of the biggest matchups, will also be available at no additional cost to Apple TV+ subscribers, with a limited number of matches available for free. Access to the new MLS streaming service will also be included as part of full-season ticket packages.

According to the Sports Business Journal (SBJ), MLS is also negotiating with ESPN and Fox around a linear domestic package of non-exclusive matches. In addition, SBJ report that Apple is not paying a straight fee, with the US$250 million per year figure being a minimum annual guarantee that will be topped up with revenue as Apple sell subscriptions for the streaming service.

MLS commissioner Don Garber believes that Apple TV will provide the catalyst for the ever-improving competition to grow even further.

“This (partnership) sort of seems like a bit of the icing on the cake,” Garber told the PA news agency.

“We really have been very focused on building a league that we all can be proud of, that could become one of the top leagues in the world, that could show fans here and globally that America, North America, are soccer markets.

“And now with a global opportunity to build a fan base with the leader in global product and global technology and global innovation, it’s going to allow us to expand beyond our borders.

“This gives us the ability to participate not only in the global market for players but on the global market for fans, and that any game, anytime, anywhere without restrictions really is the rocket fuel that’s going to get us to that point.

“So, it is the perfect sort of end to the previous beginning and gives us a new sort of journey towards the World Cup and beyond.”

Garber said MLS is “very pleased with the financials” of a deal that, among other things, will allow for an improved schedule, better quality broadcasts and see season ticket holders at the clubs receive a subscription.

This is just Apple’s second rights deal for live sports, having acquired a package with Major League Baseball in March, but they have achieved great success in football with their comedy-drama Ted Lasso.

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Chelsea FC Partners with Ticketmaster on Digital Ticketing Strategy

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Image Credit: Chelsea FC website

Chelsea FC has secured a multi-year partnership with Ticketmaster, appointing the global ticketing company as its Official Ticketing Partner.

This agreement marks a significant operational shift, with Chelsea set to introduce a digital-first ticketing system for the 2025/26 season, designed to simplify access, enhance security, and combat ticket resale fraud.

This collaboration marks a significant upgrade to Chelsea’s matchday operations, aligning the club with world-class ticketing infrastructure already used by leading sports venues globally.

Starting with the 2025/26 season, digital tickets will replace physical tickets for all fixtures at Stamford Bridge, providing fans with a more efficient and secure access system. This move also aims to tackle ticket touting, a persistent issue in top-tier football, by leveraging Ticketmaster’s secure and traceable digital delivery platform.

Teaming up will grant Chelsea access to Ticketmaster’s suite of tools, including:

  • Seamless mobile ticket delivery
  • Anti-touting features
  • Scalable event ticketing for high-demand matches
  • Real-time ticket validation and fan data insights

Chelsea FC’s Chief Revenue Officer, Casper Stylsvig, reflected on the importance of the club’s new partnership with Ticketmaster.

“Partnering with a leading force in the industry brings significant value to our operations, ensuring we offer our fans a smoother, safer experience with best-in-class products, while continuing to address the issue of ticket touts,” he said via press release.

As one of the most recognised football brands globally, Chelsea’s shift to Ticketmaster’s platform underscores the club’s commitment to modernising fan engagement and match day experiences.

Managing Director at Ticketmaster Sport, Chris Gratton, shared his enthusiasm about the new partnership with Chelsea FC.

“Chelsea FC is one of the biggest clubs in football, and we’re excited to be part of their journey. Our goal is to make ticketing as simple as possible for fans,” he said via press release.

This move reflects a wider trend in the industry towards contactless, mobile-first stadium entry, which has become increasingly common in Premier League and UEFA competitions, especially after the accelerated adoption of digital solutions during the COVID era.

The alliance between Chelsea FC and Ticketmaster signals a new era for the club, introducing leading technology and expertise to elevate the match day experience for fans.

New initiatives advancing girls’ and women’s football participation

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Image credit: Adelaide United FC

A Government program designed to increase female participation in sports will provide almost 50 clubs and organisations with support to upgrade and develop sporting facilities, programs and equipment.

Around $5.4 million has been allocated for the 2024-25 round of The Power of Her – Infrastructure and Participation Program (IPP), which aims to create more inclusive spaces for girls and women in sports.

The funded projects include things like unisex clubrooms, better lighting and playing surfaces, new uniforms and equipment, and opportunities for professional development.

The South Australian Government led by Peter Malinauskas launched the program to build on the success of the Matildas and the legacy of the 2023 FIFA Women’s World Cup.

To support the growth of girls’ and women’s football, 14 football clubs will receive nearly $2.4 million in funding this round.

Other sports also benefit from the program, such as basketball, cricket, hockey, netball, gymnastics, and Australian Rules Football, providing more chances for girls and women to get involved and succeed in their chosen sports.

For example, Norwood Basketball Club is receiving $14,600 to launch their ‘Rising Flames’ program, helping girls progress to elite senior levels and develop local talent.

Other projects funded through the program include:

  • Metro United Women’s Football Club, Pooraka: $25,000 for new uniforms.
  • Booleroo Centre Tennis Club: $80,000 to resurface three tennis courts, replace fencing, and build a new equipment shed for their drought-affected club.
  • Cove Netball Hub: $392,700 to build four new netball courts in Hallett Cove.
  • Elizabeth Grove Soccer Club: $750,000 (through the council) for a new clubroom, synthetic soccer pitch, and multi-purpose oval at Munno Para Regional Sportsground, Davoren Park.

So far, over $7.6 million has been distributed through the IPP, with the second year providing more than twice the amount of support compared to the first round.

Nearly half of the infrastructure project recipients this round – including Jervois Bluds Netball Club and Murraylands Gymnastics Academy – are located in regional and greater metropolitan areas, showing the broad impact on communities across South Australia.

The State Government has committed $18 million to the IPP over three years, with $10 million specifically set aside for football.

This effort is part of a wider push to eliminate barriers to female participation, including support for clubs with period products and menstrual health training.

South Australian Minister for Recreation, Sport and Racing Emily MLC Bourke highlighted the importance of supporting women in sport at a grassroots level.

“Our Government recognises the importance of supporting grassroots sports to ensure girls and women have opportunities to thrive in whichever sport they pursue,” she said in a press release.

“Having the right facilities, programs and equipment in place gives girls and women the space and confidence they need to get involved and stay active with their local club.

“As The Power of Her investment continues to grow, it’s inspiring to see clubs and organisations finding new and creative ways to grow female participation and facilitate high performance pathways in their communities.”

For more information, you can find the full list of 2024-2025 IPP grants here.

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