The Apple brand is preparing to take a new step in the sports field, by offering the rights to a soccer championship for AppleTV+.
Apple seems to want to diversify its activities. The iPhone manufacturer has just taken a new step in the sport, by offering itself the rights to broadcast the championship Major League Soccer (MLS) in the USA. If the competition is less prestigious on the other side of the Atlantic than the NFL – its counterpart dedicated to American football – this sudden interest in soccer could mark the beginning of a real war for sports on television.
From 2023, the Cupertino company will become the exclusive distributor of all MLS matches worldwide. A juicy contract for Apple, especially since it is also particularly long, and should last until 2032. Proof that the American company wants to establish itself permanently in the sports market?
An additional subscription
To view matches of the American championship, it will be necessary to subscribe to an additional subscription, the price of which has not yet been specified. A selection of meetings, summaries and other new content should however be offered to customers. AppleTV+ at no extra cost, the video-on-demand service no doubt hoping that this free sample will serve as an appealing offer for soccer fans.
Apple vs Amazon
For Don Garber, head of the MLS championship, “Apple is the perfect partner to further accelerate the growth of MLS and deepen the connection between clubs and fans“. If it does not yet have the popularity of the biggest meetings – especially European – the competition is gradually gaining in prestige, and that is probably why Apple has decided to get out of the checkbook. A good way for the American firm to play on the flowerbeds of Amazon, which already holds the broadcasting rights for Ligue 1.
The Apple would also intend not to stop in such a good way, and also obtain the distribution of the NFL Sunday Ticket. It remains to be seen if things will take in Europe.