MLS Team Executives Debate Success of Apple Deal

MLS recently began its season with a twist for viewers as the league entered its fourth year of a broadcast deal with Apple TV. This year, MLS games are available to all Apple TV subscribers, a change from previous years where only those with a Season Pass add-on could watch. While this increased accessibility is a positive step towards reaching more fans, there are mixed feelings among MLS team executives about the partnership with Apple.

Some team executives have voiced concerns about the deal, with one calling for an end to the partnership last year, claiming it was not beneficial for fans. Despite dropping the paywall this year, another executive expressed dissatisfaction with the deal in a recent survey. However, not all executives share this sentiment. Two MLS club presidents spoke in defense of the Apple deal, emphasizing the positive impact of removing the Season Pass paywall.

While there have been criticisms of the deal, some anonymous executives praised the decision to make MLS games more accessible by dropping the paywall. Early data suggests a 59% increase in viewership for MLS Opening Weekend matches, a promising sign for the league. The initial 10-year agreement with Apple has been restructured to address concerns and now expires after the 2028-29 season.

Despite some lingering concerns, team executives believe the partnership is moving in the right direction, even if they wish for more exposure on Apple TV. The recent deal between Apple and Formula One may help increase sports viewership on the platform. As MLS transitions to a summer-to-spring calendar, aligning with other domestic leagues worldwide, there is optimism for increased competitiveness and attention for the league.

While the partnership between MLS and Apple had a rocky start, adjustments have been made, signaling a potential turnaround. The collaboration aims to enhance the viewing experience for fans and attract more viewers to MLS games on Apple TV.