MLS and Apple TV: A Game-Changing Broadcast Partnership for the Upcoming Season
Major changes are coming to the broadcast relationship between MLS and Apple for the upcoming season. The MLS Season Pass product will be discontinued, and all MLS matches will be available on Apple TV without the need for a separate subscription. This move aims to expand the audience reach for MLS matches significantly.
In the past season, MLS experimented with making certain matches available outside of the Season Pass paywall, which yielded positive results. The introduction of a marquee Sunday Night Soccer package and making the MLS Cup Playoffs accessible to non-Season Pass subscribers led to reaching larger audiences on average. This change aligns MLS with Apple's other live sports properties that air on Apple TV without additional paywalls.
Criticism from fans and MLS team executives about the inaccessibility of MLS matches prompted the league to take steps to address these concerns. Integrating matches into Comcast and DirecTV channel guides and streaming select matches on popular gaming platforms like the EA Sports FC Mobile app were some of the measures taken. Apple pays MLS an average of $250 million annually under their 10-year agreement, and it remains to be seen if the new arrangement will impact the financial aspects of the deal for MLS.
Fans can now look forward to enjoying MLS games without the extra cost previously associated with the MLS Season Pass. With Apple TV boasting approximately 45 million subscribers, the potential audience for MLS matches is expected to grow significantly compared to the low single-digit millions who subscribed to the Season Pass, many through free promotions.
In conclusion, the partnership between MLS and Apple is evolving to make MLS matches more accessible to a broader audience. The decision to discontinue the MLS Season Pass and offer all matches on Apple TV without an additional subscription fee is a positive step towards increasing viewership and engagement with MLS content. Fans can now enjoy watching their favorite MLS teams without the barrier of a paywall, opening up the sport to a larger audience through Apple TV's extensive subscriber base.