In what is being hailed as a landmark partnership, Apple and Major League Soccer have announced that all MLS games will be streamed exclusively on the Apple TV app for the next 10 years, beginning in 2023.
It’s been described as a historic day for sports, a day in which Major League Soccer has partnered with tech giants Apple in a 10 year deal, allowing fans around the world to watch all MLS, Leagues Cup, and select MLS NEXT Pro and MLS NEXT matches in one place — without any local broadcast blackouts or the need for a traditional pay TV bundle. "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.”
“It’s a dream come true for MLS fans, soccer fans, and anyone who loves sports," Cue continued. "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.”
The deal, reported to be worth at least $250m (£208m) a year, will see a limited number of matches free for everyone to view, while certain games will be free for subscribers to Apple TV+, Apple’s subscription video service. Meanwhile, MLS season ticket-holders will have automatic access to MLS’ streaming service on the Apple TV app.
In what can only be called a well-executed business strategy, Major League Soccer spent years working to ensure all of its TV rights – local, national and international – expired this year, giving the league an opening to transform its broadcast strategy, which it has now acted upon.
The Apple TV app is available across a wide range of platforms and devices, including smart TVs, Roku devices and at tv.apple.com. At launch, all MLS and Leagues Cup matches will include announcers calling the action in English and Spanish, and all matches involving Canadian teams will be available in French.
“Partnering with the world’s most innovative company is an unparalleled opportunity to create an entirely new home to bring more MLS content than ever directly to our fans in one place,” MLS commissioner Don Garber said in a statement. “No matter if you’re a super fan or a casual viewer, we’re making it incredibly easy to enjoy MLS matches.
“Apple is the perfect partner to further accelerate the growth of MLS and deepen the connection between our clubs and their fans. 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.”
Complete details for the new service from Apple, including when fans can sign up and subscription pricing will be announced in the coming months.
