Beginning in 2026, Apple TV subscribers will be able to watch MLS games at no additional cost. This change integrates MLS games into the existing Apple TV subscription, broadening access for soccer fans worldwide.
Expanded Access and Benefits
Currently, fans pay $14.99 monthly or $99 per season for the MLS Season Pass. Starting next year, this additional cost will be removed, incorporating MLS content into the standard Apple TV subscription, which costs $12.99 monthly. This change is set to align with fans' interests, offering every regular-season match, as well as key tournaments like the Leagues Cup and the MLS All-Star Game.
Apple's senior vice president of Services, Eddy Cue, expressed enthusiasm about the move, highlighting the convenience of having all MLS matches and additional Apple Originals in one place. This transition promises to bolster Apple's appeal to sports enthusiasts significantly.
Strategic Partnership with MLS
Apple's collaboration with Major League Soccer (MLS) dates back to 2022 when a $2.5 billion, 10-year partnership was revealed to last from 2023 through 2032. With this strategic shift in 2026, the partnership's reach will extend further, showing notable commitment from both Apple and MLS to foster fan engagement. Additionally, fans purchasing a full-season ticket from any MLS club will gain an Apple TV subscription bundled with their ticket package, enhancing in-person and digital experiencers.
Implications for the Streaming Market
This move by Apple signals a substantial shift in the streaming market, potentially altering how live sports content is monetized. With no ad-supported package available, the focus remains on enhancing the subscription's value. By integrating sports content, Apple aims to attract a broader subscriber base and maintain competitive pressure in the dynamic streaming landscape.
