Apple Ends MLS Season Pass Service from 2026
In a significant shift in Major League Soccer’s broadcasting strategy, Apple Inc. is reportedly discontinuing its MLS Season Pass service starting with the 2026 season. Sources close to the matter have confirmed that after a four-year partnership, Apple TV will no longer be the exclusive streaming home for MLS matches from 2026 onward.
Background of the Apple and MLS Partnership
The partnership between Apple and Major League Soccer began in 2022, with Apple securing exclusive global streaming rights for MLS matches via the MLS Season Pass service on the Apple TV app. This move was hailed as a groundbreaking deal for sports streaming, providing fans worldwide direct access to live matches, on-demand content, and original programming related to MLS.
Apple’s investment aimed to boost the popularity of soccer in the United States and expand MLS’s global footprint through innovative streaming technology and content delivery.
Reasons Behind the Decision
Sources indicate that the decision to scrap the Apple MLS Season Pass from 2026 stems from several strategic factors. While Apple’s partnership was pioneering, it faced challenges in attracting a broad subscriber base in a crowded streaming market. Additionally, shifting strategic priorities within Apple’s services division and MLS’s desire to explore new broadcast and distribution avenues contributed to the decision.
Implications for MLS and Fans
The termination of the exclusive Apple streaming deal will open the door for MLS to revisit its media rights agreements. MLS is expected to seek a more traditional broadcasting approach, potentially involving multiple platforms to increase accessibility and fan reach across the U.S. and globally.
MLS fans might see matches return to established networks or new streaming deals changing how games are consumed. For many fans accustomed to the Apple TV ecosystem, this will represent a substantial change in how they follow their favorite teams and players.
Industry and Market Reactions
Industry experts view this move as a case study in the evolving nature of sports media rights. The streaming wars have intensified, and while tech giants like Apple continue investing in sports content, this development highlights the complex balancing act between exclusive rights, subscriber acquisition, and long-term profitability.
Competitors in sports streaming and traditional broadcast media are likely assessing this opportunity eagerly, anticipating possible negotiations with MLS for future rights.
Future Outlook for MLS Media Rights
MLS, experiencing rapid growth both domestically and internationally, is expected to leverage this opportunity to maximize its exposure. The league may pursue partnerships that allow for broader distribution, more flexible viewing options, and enhanced fan engagement initiatives.
MLS’s media rights deal post-2025 will be watched closely as a bellwether for how emerging sports leagues can best navigate the fragmented and competitive landscape of sports content delivery.
Conclusion
The end of the Apple MLS Season Pass partnership marks a new chapter in Major League Soccer’s broadcasting narrative. Fans, stakeholders, and the sports industry at large await official announcements and the unveiling of the league’s next media strategy that will define soccer’s continued rise in the North American sports market.
Image courtesy by www.espn.com
