MLS is expanding its global broadcast footprint and revealing its true feelings about its broadcast deal with Apple. According to a report by Alex Silverman of Sports Business Journal, the league has signed distribution agreements with international broadcast partners for its new Sunday Night Soccer package, teaming up with linear broadcasters in Australia, Southeast Asia, the Middle East, Spain, Germany, Israel, Malta, and Korea, while pursuing linear distribution in other territories. The irony here is that one of the supposed benefits of MLS’s media rights agreement with Apple was the global reach of Apple TV+. By striking deals with linear partners globally, MLS is sending a clear message: the Apple deal isn’t working.
This isn’t much of a secret. MLS Season Pass clearly isn’t attracting the subscriber numbers the league likely predicted after signing the Apple deal in 2022. To make matters worse, those subscribed to MLS Season Pass aren’t watching in significant numbers. Unfortunately, in the United States, this hasn’t changed MLS or Apple’s business approach. Aside from a small linear package with Fox, which barely features Lionel Messi and largely neglects key parts of the season, MLS fans are forced onto a streaming service to watch games.
Clearly, the league recognizes this issue, which explains why they are pursuing deals in other countries to enhance accessibility. However, in doing so, they are somewhat admitting defeat. Apple TV+ is a global streaming platform, and if fans in other countries were signing up for MLS Season Pass subscriptions as anticipated, there would be no need to strike additional linear deals. In fact, Apple would likely prevent MLS from doing so to protect its product, but it seems there’s not much to lose on that front since Apple isn’t intervening.
Though these linear packages are for MLS’s Sunday Night Soccer game, fans in these countries will still need to purchase a Season Pass subscription to watch any game they desire. This raises a fundamental question: if MLS is forging linear deals in other countries to attract new fans who may become Season Pass subscribers in the future, why not do the same in the United States?
Sunday Night Soccer is available on Apple TV+ without a Season Pass subscription, but this doesn’t provide any more exposure than your typical MLS game. It’s still not on linear television, making it difficult for potential viewers to stumble across it. It remains hidden on a streaming app where, unless you’re browsing Apple TV+ at game time, you’re unlikely to find it. Until a similar international rights deal emerges in the United States, it’s improbable that MLS’s Sunday Night Soccer strategy will gain meaningful traction. MLS continues to be out of sight and out of mind.
