The historic deal with Apple has some MLS executives crying foul
The historic deal with Apple has some MLS executives crying foul
An anonymous survey of MLS executives has revealed that some are less than thrilled with the results of putting all games on MLS Season Pass.
In many ways, Apple’s deal with Major League Soccer is still quite revolutionary. In 2022, Apple and MLS struck a deal to stream every single regular season and playoff soccer game from the league in all markets around the world, with no blackouts or other viewing restrictions. No other pro sports league has a streaming deal like that, but some MLS executives don’t think of that as a good thing. The Athletic recently fielded a survey of MLS executives, and many said that the deal with Apple was harming the league’s ability to reach new audiences.
Key Details:
- One MLS GM went so far as to say the league’s deal with Apple was “bad for fans.”
- Another wants more games on linear TV channels to help grow the audience.
- MLS and Apple signed a 10-year deal in 2022, but the contract has an opt-out clause built in.
The MLS executives who participated in The Athletic’s survey spoke on the condition of anonymity, but in exchange gave plain answers to the questions fielded instead of couching them in rhetoric. In what The Athletic called a “common theme” among these MLS figures, the deal with Apple was discussed as a negative for the league.
“Change the format, change the salary cap, allow us to bring more attractive players,” one GM said. “But also they have to end the deal with Apple. It’s bad for the fans.”
Another GM was more explicit, saying that he didn’t think Apple had done enough to lower barriers for fans to watch games. While acknowledging that streaming was likely the future of live sports in the United States, he said he didn’t think MLS was the right league to be a pioneer in that field.
“I think we have to be on more linear outlets,” this GM said. “We have to be on ABC, NBC, Fox more regularly because I think a lot more people watched our games when we were in that space. I think Apple and the whole streaming thing is really innovative and it’s probably where things will be going, but I don’t think that MLS is the leader of that.”
Apple’s deal with MLS runs through 2033, but it also reportedly contains an opt-out clause for Apple if MLS Season Pass doesn’t accrue enough subscribers. It’s unclear if MLS can also exercise that clause under any circumstances, but it’s clear that some team executives are hoping to see league brass stand up to the company and say they want more games on linear channels.
There is some precedent for MLS games to appear on traditional TV, despite the deal with Apple. MLS still has a deal with Fox that sees more than 30 games play on Fox channels per season, and the league recently signed a deal to air one game a week on an Australian broadcast station as well. Apple likely wouldn’t consent to having a large selection of games on linear outlets in the U.S., but there could be some wiggle room involved.
The arrival of Lionel Messi in 2023 was an undoubted boon to MLS, but it could not coast on his superstardom forever. The league needs a meaningful way to bring more eyes to its games, and many executives feel that putting most of those matches on a streaming service that costs $15 per month isn’t the best way to go about it.
MLS Season Pass
MLS Season Pass is a video streaming service that offers every match—including Leagues Cup and the entire Audi MLS Cup Playoffs—with no blackouts. It offers both English and Spanish announcers. MLS Season Pass also offers pre-match coverage, post-match analysis, highlights, player profiles, interviews, club content, match replays, live MLS NEXT Pro and MLS NEXT matches, and more.