When Apple decides to invest in something, they don't play around. Recently, it seems like the tech giant is gearing up to revolutionize global sports. The starting point? Major League Soccer (MLS). Now, this partnership between Apple and MLS might seem odd to some, but it makes a whole lot of sense when you dig a little deeper. Apple isn’t just looking to broadcast games; they want to redefine how Americans consume sports.
Apple didn't get into this game just to be another player. They want to be the star. In 2022, the company signed an exclusive 10-year, $2.5 billion deal with MLS. Apple's goal is ambitious: to offer a global viewing experience without the pesky regional blackouts that plague other sports in the country. No more switching channels or paying a fortune for TV packages. With the "MLS Season Pass" on Apple TV, fans get access to every game on any device, anywhere, all with top-notch quality, and all through a single app.
Follow MLS Multiplex on X (Twitter).
Messi's arrival in MLS couldn't have come at a better time. To Apple, he’s not just a superstar on the field but a “product” that’s boosting the profitability of this partnership. Messi's become the perfect poster boy for this transformation. When he made his debut for Inter Miami, subscriptions to the MLS Season Pass skyrocketed like no one expected. In just one day, 110,000 new subscribers joined the platform—a massive jump from the 6,000 per day before Messi's arrival.
Apple knows that in the world of entertainment, experience is everything. And that's where the "MLS Season Pass" really shines. We're talking about more than just watching games here. Apple is offering a fully immersive experience. From documentaries that go behind the scenes with clubs and players to exclusive content, Apple is injecting its perfectionist DNA into the sports world, turning soccer into a multi-platform experience.
Want to watch a game on your iPhone while out on a walk? No problem. Want real-time news and stats on Apple News? It’s all there. Want to listen to player-curated playlists on Apple Music? Just hit play. Apple is transforming soccer into an all-encompassing experience.
But why has Apple, a company famous for its gadgets and tech innovations, decided to go all-in on soccer? The answer might lie in their long-term vision. With soccer’s growing global popularity and MLS on the rise, Apple saw a chance to enter the sports market in a way few would have imagined. They aren’t just broadcasting games—they’re reshaping the way people consume sports. And in the process, positioning themselves as a leader in the digital sports entertainment space.
The exact numbers aren’t fully clear yet, as Apple doesn’t share audience data. But the impact is undeniable. The company has managed to draw millions of viewers to its service, all without relying on traditional TV contracts. Apple is building a new way to connect with fans, and soccer is just the beginning. With the 2026 World Cup on the horizon—set to be hosted mostly in the U.S.—Apple is gearing up for a historic moment. This event could be the game-changer both MLS and Apple need to make soccer explode in the country.
Still, it’s important to remember that despite all this optimism, there are challenges ahead. U.S. sports culture is still dominated by the NFL, NBA, and MLB, and soccer faces a tough fight for its place. But for a company that’s already shaken up the music, film, and tech industries, if there's one thing Apple knows how to do, it’s challenge the status quo.