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.
