In a significant shift within the sports streaming landscape, Apple has announced that beginning in 2026, all Major League Soccer (MLS) matches will be available to subscribers of Apple TV at no additional cost. This move effectively ends the standalone MLS Season Pass, a paid add-on that has been available since the partnership started in 2022. Amid intense competition for live sports rights, this decision positions Apple to enhance viewer loyalty against traditional broadcasters and other streaming platforms.
The initial ten-year agreement between Apple and MLS, valued at $2.5 billion, established Apple TV as the exclusive global home for MLS content. Previously, subscribers paid $14.99 monthly or $99 annually for the Season Pass, which granted access to every regular-season game, playoffs, and the Leagues Cup. By integrating MLS into the core Apple TV service, which costs $9.99 per month, the content becomes a free perk for existing users. This strategy is likely to improve subscriber retention while attracting new customers interested in premium sports without incurring additional fees.
The Evolution of Apple’s Partnership with MLS
Apple’s initial engagement with MLS aimed to expand the league’s global reach through high-quality streaming services that included multilingual broadcasts and on-demand replays. According to Apple’s official newsroom, the 2026 overhaul will encompass every regular-season match, MLS Cup playoffs, and the Leagues Cup, all accessible worldwide without blackouts. The partnership has enjoyed success in attracting international audiences, particularly following Lionel Messi‘s arrival at Inter Miami in 2023, which significantly boosted viewership.
Nonetheless, the paid Season Pass model encountered hurdles, facing criticism regarding accessibility and subscription fatigue. Reports from CNBC indicate that while the deal helped MLS expand its fanbase, the number of subscribers for the pass remained around 1 million—far below the expectations for a league aspiring to compete with European soccer giants. By folding MLS into Apple TV’s base offering, Apple seems to prioritize long-term engagement over short-term revenue from add-ons.
Strategic Implications for Apple’s Streaming Future
This pivot aligns with Apple’s broader strategy to distinguish Apple TV+ in an increasingly crowded market that features the likes of Netflix, Disney+, and Amazon Prime Video. Industry analysts note that live sports are becoming a crucial battleground, with Amazon securing NFL Thursday Night Football and Netflix exploring WWE and NFL content. By offering MLS for free, Apple could use the content to enhance its ecosystem, including hardware like Apple TV devices and bundled services such as Apple One.
Recent data suggests a growing positive sentiment on platforms like X (formerly Twitter), where users have welcomed the development as a means to democratize access to soccer. The buzz generated by MLS’s official account promoting free game weekends on Apple TV has further fueled excitement, with users expressing their enthusiasm for the 2026 announcement.
For Apple, this decision may also stem from ongoing negotiations aimed at adjusting the deal’s terms to ensure mutual benefits in light of rising production costs, as reported by AppleInsider.
Impact on Major League Soccer’s Growth Trajectory
For MLS, this integration presents both opportunities and challenges. On one hand, it exposes the league to Apple TV’s projected 25 million subscribers, potentially enhancing its global footprint ahead of the 2026 FIFA World Cup, which will be co-hosted by the U.S., Canada, and Mexico. Commissioner Don Garber has highlighted the partnership’s potential to innovate the viewing experience, stating in a 2022 announcement that it would “revolutionize the way fans watch MLS.”
Conversely, the elimination of the Season Pass could lead to a reduction in direct revenue sharing. Despite this, Apple has committed to covering production costs and is likely to compensate MLS through revised deal terms. Insights from Yahoo Sports suggest that this approach could help MLS combat piracy and fragmented viewing by consolidating audiences on a single platform.
The league’s expansion to 30 teams by 2025 and the presence of stars like Messi have already elevated its profile, with average attendance exceeding 22,000 per game in 2024.
Broader Trends in Sports Streaming
Apple’s strategy regarding MLS mirrors broader trends in sports media. For instance, Peacock‘s exclusive NFL playoff game in 2024 achieved record streaming numbers, while Disney’s ESPN is moving toward a direct-to-consumer model. However, Apple’s comprehensive approach—offering an entire league for free with a base subscription—sets it apart and may compel competitors to bundle more content. Analysts from The Hollywood Reporter suggest that this could impact upcoming rights negotiations for leagues like the NBA, where Apple is rumored to be a potential bidder.
While many consumers may benefit from such consolidations, critics worry that such practices could lead to monopolizing sports access behind paywalls. Nevertheless, Apple’s pricing remains relatively affordable. Search activity on X indicates excitement among users, although some fans express concern over potential future price increases to counterbalance the “free” content. Apple’s history of maintaining stable pricing suggests some level of security, although inflation and content costs could present challenges.
Technological Innovations and Viewer Experience
Underlying this shift is Apple’s commitment to enhancing streaming technology. Features such as 1080p video and Spatial Audio have already distinguished MLS broadcasts. The planned 2026 rollout is expected to amplify these improvements, potentially introducing augmented reality stats and interactive viewing options, as hinted in Apple’s announcements. This tech-centric approach has garnered praise from MacDailyNews, positioning Apple as a leader in sports innovation.
Production quality has consistently improved since the start of the deal, with dedicated studios and commentators like Taylor Twellman enhancing the viewing experience. For international viewers, the absence of blackout restrictions represents a significant advancement, allowing global fans to follow teams without geographical limitations—a rarity in sports streaming.
Financially, the specifics of the revised deal remain unclear, but estimates suggest that Apple may absorb costs to expand its subscriber base, aiming for profitability through scale. Wall Street’s reaction has been cautiously optimistic, with Apple’s stock experiencing a slight uptick following the announcement, according to market data. Reports from iPhone in Canada indicate that this could indirectly add millions to Apple’s services revenue through increased subscriptions.
As MLS prepares for its 30th season in 2025, this evolution in partnership highlights the interdependence between technology and sports, where data-driven decisions are key to enhancing accessibility.
Looking ahead to 2026, the anticipation surrounding the shift to free streaming is palpable. Apple is expected to promote the change vigorously, possibly tying it to the excitement surrounding the World Cup. Experts predict that this development could inspire similar arrangements, altering the landscape of how leagues monetize content in the streaming era. Ultimately, this evolution underscores the dynamic nature of sports media rights, where adaptability and innovation remain essential for success.
