Apple Lands Exclusive MLS Streaming Rights for Every Game

Major League Soccer became the first major U.S. sports league to fully bet on streaming. Apple and MLS struck a 10-year streaming rights deal beginning in 2023, and the Apple TV app will be the exclusive home of every live MLS match without any local broadcast blackouts or restrictions. The new MLS streaming service will be available exclusively through the Apple TV app, and also will give fans a weekly live whip-around show (similar to NFL Red Zone), game replays, highlights and other original programming. A “broad selection” of MLS and Leagues Cup matches will be available to Apple TV+ subscribers at no cost, and a “limited number” of matches will be in front of the paywall. For season ticket holders, the new MLS streaming service comes included. Live Sports Don’t Just Keep Linear TV Afloat—They Boost Streaming, Too “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 svp of services, in a statement. “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.” No details yet about subscription pricing or programming, but Apple said updates will be coming in the next few months. And fans don't need to have an Apple TV to access the service: the Apple TV app is available on pretty much any connected TV platform or mobile device. MLS and Apple are planning to create a production studio, hire presenters and get English, Spanish and French-speaking announcers. The deal does not include linear rights. ESPN and Fox are among those still negotiating to lock down games, but those would not be exclusive to broadcasters, and instead simulcast with Apple. ESPN, Fox and Univision previously had the rights to MLS. While financial terms of the deal weren’t disclosed (MLS was seeking up to $300 million), Sports Business Journal reports that Apple is paying a minimum guarantee of $250 million per year. Sports move to streaming The deal marks a significant shift in the streaming sports world landscape. Apple first ventured into live sports earlier this year when Apple TV+ struck a deal with Major League Baseball for Friday Night Baseball, giving the streamer an exclusive weekly doubleheader. As sports continues to shift towards streaming, the MLS deal could be the biggest one yet, with no exclusive linear rights. Turner Sports and the U.S. Soccer Federation announced an eight-year multimedia rights agreement earlier this year that made HBO Max and cable networks TNT and TBS the exclusive English-language home for more than 20 Women’s and Men’s National Team matches each year. The deal is set to begin in 2023, and further expands HBO Max’s foray into live sports after Turner Sports struck a deal for the NHL’s second TV rights package last year. Disney and the NHL snagged that first package, striking a landmark rights deal last March for both linear and streaming properties, bringing the league to ESPN and ABC along with streamers ESPN+ and Hulu. NBCUniversal made a major play with the Premier League for its linear networks and streamer Peacock, and believes it could prove to be as popular as the NFL. Paramount+ has the NFL, college football, college basketball and golf, but is increasingly diving into the soccer world with rights to larger leagues like UEFA Champions League and Europa League, the National Women’s Soccer League and Serie A, but also leagues such as Argentine Primera División and Brasileirão. However, a lot of those games are also available on the linear CBS network and CBS Sports Network.

Streaming & OTT

Apple Lands Exclusive Major League Soccer Streaming Rights for Every Game

The 10-year deal includes an MLS streaming service—and no local blackouts

Mollie Cahillane

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Mollie Cahillane