Major League Soccer (MLS) is navigating a complex broadcasting landscape as it attempts to leverage the heightened interest in soccer following the recent World Cup. Despite record viewership for the tournament, which attracted celebrities and a passionate fanbase, the league's exclusive deal with Apple TV is presenting potential obstacles to broader audience growth.
The $2.5 billion pact, established four years ago, placed nearly all MLS games behind a paywall on Apple's streaming service, with only a limited number available on broadcast networks. While the deal offered the league greater control over its broadcasts and a centralized platform, concerns are emerging about its impact on accessibility and viewership transparency. Apple has not released subscriber figures, leaving the exact reach of the platform uncertain.
This arrangement contrasts with recent broadcast deals for other soccer properties in the U.S. Telemundo recently secured exclusive Spanish-language U.S. rights for all Champions League games for three seasons, which will be available across its free ad-supported streaming channel, as well as its paid services Peacock and Universo. This followed a record-breaking 23.2 million viewers for a July 5 match between England and Mexico on Telemundo, the most-watched Spanish-language telecast in U.S. history. Additionally, NBC and USA Network reported their second-highest viewership season for English Premier League games in the U.S. last year.
Experts suggest the MLS deal with Apple may be hindering its ability to capitalize on the current soccer enthusiasm. Daniel Cohen, head of Octagon’s media rights consultancy, noted that a broadcast partner seeking to exit a deal early is not a positive indicator. He stated that the perception of the league not generating large audiences could impact its ability to secure a new, lucrative television contract. "You've proven you're not a major sub-driver. So, I'm not that excited about writing a big check to MLS," Cohen remarked.
Despite these concerns, the MLS maintains the Apple deal has been a success, citing a 62% increase in audience this year and an average of nearly 8 million weekly "live match viewers." Seth Bacon, the league's EVP of Media, described the partnership as an evolution, emphasizing its success for the league. However, analysts like Cohen suggest that the league might need to prioritize broader reach over maximizing immediate revenue in its next media rights negotiation.
The league is also experiencing growth in other areas. Team valuations are at an all-time high, and fan attendance is on pace to set a record for the second consecutive year. The MLS is also planning to adjust its calendar to align with elite European leagues, a move set to occur next year. The current 10-year deal with Apple was mutually agreed to be shortened, ending three years early in 2029.
Don Garber is slated to retire as MLS commissioner next year after leading the league since 1999. Two finalists are being considered to succeed him: LAFC co-owner Larry Berg and former Fox executive David Nathanson. The choice of the new commissioner will coincide with the league's efforts to secure its next media rights agreement.