In 2022, Major League Soccer and Apple unveiled a groundbreaking deal that stipulated that the industry-leading tech company would pay the league at least $2.5 billion over the next decade for the exclusive MLS live-streaming rights. During the conference to announce the agreement, MLS commissioner Don Garber noted the deal’s benefits.
For one, Apple, being one of the world’s most forward-thinking and customer-focused businesses, will drive a significant increase in broadcast revenue for the league. With their new partnership with Apple, the MLS will be able to provide their fans with access to every match without restrictions or blackouts, no matter where they may be in the world.
While there is a long list of benefits to the collaboration, there’s a good chance it will reduce revenue from the gambling industry. In this article, we have explored everything you should know about the tech giant’s deal with Major League Soccer and what impact it will have on the betting sector.
What are the latest Apple moves regarding the MLS?
June 14th, 2022, saw the 10-year agreement between Apple and Major League Soccer (MLS), stating that Apple would stream all MLS games live in 2023. Thanks to this, Apple TV app users can access live broadcasts of all Major League Soccer and League Cup and select MLS NEXT Pro and MLS NEXT events. According to the terms of the agreement, all games will be made available on Apple TV around the globe without any regional restrictions.
The MLS streaming program will be available to fans as a separate offering within the Apple TV platform, independent of an Apple TV+ subscription. In other words, you don’t need a subscription to Apple TV+ to access MLS live streaming. If you subscribe to Apple TV+ shows and movies but not the MLS streaming service, you can view some MLS and League Cup games for free. MLS season ticket holders will also have free access to the streaming programme.
It’s worth noting that, unlike most Apple services exclusive to Apple devices, the MLS streaming service is compatible with any internet-enabled device. Furthermore, the MLS aims to provide commentaries in English, Spanish, and French; thus, it has conducted interviews with over 200 play-by-play and colour commentators. Viewers unsatisfied with the league’s assigned commentary can change to the home team’s radio stream for a more localised viewpoint.
How this move impacts the iGaming industry
One of the reasons why the MLS is a significant draw for sports lovers is the number of betting opportunities it presents. Bookmakers.bet offers a list of bookies dedicated to your betting style. These platforms provide markets for pre-match and live betting. Some sites have a live streaming service that punters can use to keep track of the game.
However, the live streaming services of MLS games on these platforms will likely stop because of the Apple-MLS collaboration. The tech giant now has exclusive streaming rights to the MLS games, meaning no other medium, including sports betting platforms, can offer this service. This means bettors can’t watch these matches, even at online bookies with live streaming.
Plus, Apple wouldn’t accept advertisements from sports betting companies. While this doesn’t prevent operators from covering these games, many companies will shy away from them. Since they can neither stream these matches nor advertise their gambling offerings on Apple live stream, they might not bother offering MLS betting markets. Consequently, this will lead to a drop in the number of bettors who wager on the MLS.
Are viewers and advertisers satisfied?
The new deal between Apple and MLS has its perks. For starters, fans can watch every League Cup 1, Major League Soccer, and select MLS NEXT Pro and MLS NEXT matches in one convenient location without being subject to a regional blackout. If they already have the Apple TV+ app, they can choose the MLS streaming service to access all these games at no additional cost.
The service will also provide regular game replays, highlights, and commentary to ensure that fans never miss a thrilling goal or moment. These live and on-demand MLS broadcasts will give viewers everything they need to know about their favourite teams and stars. Even if you’re not subscribed to the MLS streaming service but are an Apple TV+ subscriber, you can watch a limited number of Major League Soccer events for free.
All MLS and League Cup games will have commentators reviewing the action in English and Spanish, and all games featuring Canadian teams will be available in French. Additionally, the service can be accessed by users of other operating systems, like Samsung, Sony, and Roku. These features make the Apple MLS streaming service a fun option for viewers, but the same can’t be said for betting companies that want to market their offerings.
Bloomberg reports that Apple has not actively sought buyers for specific advertisement slots during MLS games. Instead, they want sponsors to commit to a season-long buy of ads appearing during games. Also, Apple has yet to guarantee that their ads will be seen by a certain number of people, unlike what traditional television networks do for their advertisers. Two other sources have also stated that the business is not currently accepting advertisements from sports betting companies.
Apple on gambling-related ads
Apple’s purchase of exclusive streaming rights to MLS games might benefit the company. The industry-leading business did experience a drop in profits recently. Though investors are unconcerned by Apple’s earnings, the company keeps looking for ways to boost its revenue, and sports streaming is one of its options.
Its entrance into the sports industry will drive much-needed growth by promoting the sale of its devices and encouraging individuals to subscribe to Apple TV. The global nature of its MLS deal offers Apple the scale that primary streaming services worldwide seek. It also establishes the company as a significant player in a soccer league experiencing explosive growth, particularly among younger, more tech-savvy groups.
While it allows viewers to enjoy all MLS games from their respective devices, it might affect the gambling sector. As we already noted, Apple is not accepting gambling ads, meaning that sports betting companies don’t get to profit as much from the partnership. This might discourage many operators from offering MLS betting markets.
