In a significant shift for sports streaming, Apple has announced that it will retire its Major League Soccer (MLS) Season Pass, opting instead to include all MLS games in its standard Apple TV subscription. This strategic move, first reported by The Athletic, echoes a similar arrangement Apple made recently to offer Formula 1 races to all subscribers, signaling a broader ambition in the sports broadcasting arena.
All MLS Games, No Extra Cost
Beginning in 2026, subscribers to Apple TV will enjoy access to every MLS match throughout the season, including marquee events such as the Leagues Cup, the MLS All-Star Game, the Campeones Cup, and the Audi MLS Cup Playoffs. This accessibility marks a notable evolution in how fans can engage with soccer in the U.S., as the previous requirement for a separate $15 monthly MLS Season Pass will be eliminated. Now, fans will only need a standard Apple TV subscription to follow their favorite teams.
A Milestone in Sports Programming
The inception of the MLS Season Pass in 2022 was one of Apple’s most ambitious ventures into the realm of sports programming. Under this initial agreement, Apple secured exclusive streaming rights for MLS games worldwide, effectively removing regional blackouts as long as the service was available. This new arrangement not only continues that level of access but also broadens the potential audience for MLS games, aligning perfectly with Apple’s goal of enhancing its content offerings.
Financial Implications and Future Prospects
While the deal is poised to benefit fans, it also comes with financial complexities for Apple. According to reports from Sportico, the tech giant is set to pay more for this extended partnership, which will now conclude in 2029 instead of the original 2032 timeline. The financial breakdown reveals that MLS will receive $200 million for the 2026 season, followed by $175 million for a shorter 2027 “sprint campaign,” and $275 million for the subsequent 2027-2028 and 2028-2029 seasons. After this period, MLS will have the option to explore licensing deals with other streaming platforms or renew its agreement with Apple.
Competing in the Streaming Landscape
Despite its growing sports ambitions, Apple has yet to secure rights to major leagues like the NBA or NFL, which have already found homes with competitors such as Amazon and Google. However, the company has made strides with its Friday Night Baseball streams, which now appear modest compared to its comprehensive deals with MLS and Formula 1. The latter includes coverage of every Grand Prix race, along with practice, qualifying, and sprint sessions, showcasing Apple’s commitment to expanding its sports portfolio.
Timing is Everything
The timing of this new MLS agreement is particularly astute, coinciding with the upcoming FIFA World Cup in 2026. As soccer’s global popularity continues to surge, particularly in the United States, Apple’s integration of MLS into its regular subscription could serve to elevate the profile of the league and attract a wider audience. Eddy Cue, Apple’s Senior Vice President of Services, expressed enthusiasm about the deal, stating, “We’re thrilled to bring MLS to more fans around the world next season on Apple TV. Every match, all in one place, alongside incredible Apple Originals — it’s a win for fans everywhere.”
As the landscape of sports streaming continues to evolve, Apple’s latest move not only aligns with its broader content strategy but also positions it as a formidable player in the competitive world of sports broadcasting. The integration of MLS games into the Apple TV subscription could very well redefine how fans consume soccer in the coming years, potentially setting a precedent for future sports deals.
Original story: Engadget
