MLS and Apple Revise Broadcast Agreement for Enhanced Revenue and Strategic Positioning

Under the newly revised arrangement, Major League Soccer (MLS) is expected to receive $200 million for the 2026 season, as reported by Sportico. Following this, the league will earn $107.5 million for the abbreviated 2027 ‘sprint’ season, with payments of $275 million allocated for both the 2027-28 and 2028-29 seasons, according to insiders familiar with the agreement.

These figures align closely with the original per-season revenue projections but provide an accelerated cash flow. Notably, this revised deal brings a total increase of approximately $50 million in revenue through mid-2029 compared to the previous schedule. Furthermore, Apple has relinquished its contractual right to terminate the deal post-2027, which reflects a commitment to the partnership.

The changes in the agreement stem from two significant strategic shifts: MLS’s decision to integrate the separate Season Pass into the main Apple TV bundle for the 2026 season and the league’s transition to a fall-spring calendar starting in 2027. By incorporating MLS into its core product offerings, Apple aims to enhance the potential audience reach and create a compelling bundle of sports alongside other premium content. The revised payment structure expedites revenue for MLS ahead of the post-World Cup media cycle, allowing the league to capitalize on market opportunities sooner.

This updated agreement also positions MLS to re-enter the media rights marketplace sooner than originally planned, potentially taking advantage of increased interest in soccer following the 2026 World Cup. This timing could be beneficial as the league anticipates a surge in attention and engagement with soccer in North America. The original 10-year pact, announced in 2022, represented a groundbreaking approach for a major American sports league, presenting all matches on a single streaming platform without local blackouts.

With the new timeline established, MLS is set to complete its transition to Apple TV’s primary offerings in 2026 and will operate under the revised schedule through the 2028-29 season. This allows the league to accelerate market testing post-World Cup, potentially negotiating a new media rights deal or extending its partnership with Apple upon contract expiration. Additionally, Apple is continuing to expand its sports portfolio, having recently added Formula 1 for the upcoming season.