MLS Season Pass deal a success with nearly a million subscribers

AppleInsider

Major League Soccer and Apple are pleased with the Season Pass deal, with MLS executives praising Apple's high-quality production and full integration into the Apple ecosystem.

MLS Season Pass

In 2022, Apple became the official destination for all matches and other content relating to Major League Soccer (MLS) as part of a 10-year deal starting in 2023.

Now, five months into the first season, MLS and Apple are reportedly feeling quite pleased with the deal so far.

While it's impossible to know the exact number of MLS Season Pass subscribers, sources familiar with the matter told Sports Business Journal that the number is likely approaching a million.

Eddy Cue reportedly told MLS owners and Executives that signing good players would ensure that the deal was a success. After they signed Argentine soccer superstar Lionel Messi, Cue told MLS officials, "Boy, did you deliver."

"It's still early in the relationship, but so far, we couldn't be more thrilled," MLS Commissioner Don Garber said of the deal.

And the deal doesn't stop with broadcasting rights, either. As it turns out, the MLS is already seeing benefits as Apple offers MLS-inspired playlists as part of Apple Music. Even Apple Maps highlights MLS stadiums and restaurants.

"It's truly a partnership," Garber said. "It's not a rights deal where it's just about 'we have these available windows, we'll pay you to put your product on in those available windows, we'll promote them to our audiences.' It's more about how can we be integrated within the entire Apple ecosystem and create a global offering for fans in a very easy and an accessible way."

Deputy commissioner and managing director of MLS business ventures, Gary Stevenson, has praised Apple for its high-quality production of matches. When fans asked for the ability to watch concurrent games simultaneously, Apple delivered.

"We heard from fans that they wanted multicast," Stevenson said. "We had it up and running in a month."

While the deal seems to be working out, it isn't without flaws. Team executives have privately expressed concerns over the deal and how it could negatively affect sponsors.

For example, large subscribers like Adidas could benefit from subscribers worldwide. However, local sponsors wouldn't see much benefit for subscribers added outside their region.

Additionally, the team executives have also expressed frustrations over not being able to see who is watching their games. Previously, teams had much more robust viewership statistics, the quarter-hour for local and national games.

The MLS Season Pass is available for $14.99 per month or $99 per season. Apple TV+ subscribers get a slight discount at $12.99 per month or $79 for the season. Season Ticket Holders will get one free access pass to the MLS Season Pass.

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badmonk

I think both sides see this as a way to create great synergy and Apple wants to demonstrate to other sports leagues what they are losing out on.

And though beyond liking Ted Lasso, I may subscribe just to see how it works out.

edited July 2023

xtinktor

I'm just trying to figure out why the MLS Pass is showing under MOVIES on AppleTV ...

redhotfuzz

I’ve been loving it. I haven’t had cable/satellite for years and had no way to watch MLS. Leagues Cup has been a blast so far too. Hope Apple keeps this going for many years. I wish they had something like this with the NBA too. 

jgreg728

“ Additionally, the team executives have also expressed frustrations over not being able to see who is watching their games. Previously, teams had much more robust viewership statistics, the quarter-hour for local and national games.”

^ This is why Apple TV Channels haven’t really taken off with any other services like Max and Peacock. Benefits the consumer with privacy of course. Hope this is something MLS can get over as this becomes more successful. I’ve been loving the experience so far. And hoping it DOES attract more attention to the Apple TV App for other services like the ones mentioned to become channels alongside Apple TV+ and MLS Season Pass. NBA Season Pass would be AMAZINGGGG to have fully integrated into the app/ecosystem.

bicc

FIFA will be the mad Girlfriend.  In all seriousness - FIFA has a leg in this, it's a huge industry.  Who is behind MLS.  I would bet FIFA.  FIFA loves betting.

macpro

I was watching a Tom Brady interview the other day discussing E Boats,  and was impressed to see him refer to football (as in USA soccer) as 'football'.  Perhaps over time, as football really gains ground here the American version (which is more akin to Rugby) will gradually become known as American Football, allowing the game played everywhere on earth as football, to have its correct name here too.

celticpaddy

MacPro said:

I was watching a Tom Brady interview the other day discussing E Boats,  and was impressed to see him refer to football (as in USA soccer) as 'football'.  Perhaps over time, as football really gains ground here the American version (which is more akin to Rugby) will gradually become known as American Football, allowing the game played everywhere on earth as football, to have its correct name here too.

The original name was “soccer”. 

filemakerfeller

MacPro said:

I was watching a Tom Brady interview the other day discussing E Boats,  and was impressed to see him refer to football (as in USA soccer) as 'football'.  Perhaps over time, as football really gains ground here the American version (which is more akin to Rugby) will gradually become known as American Football, allowing the game played everywhere on earth as football, to have its correct name here too.

Here in Oz, we call it "Grid-iron" or "American Football."

macpro

CelticPaddy said:

MacPro said:

I was watching a Tom Brady interview the other day discussing E Boats,  and was impressed to see him refer to football (as in USA soccer) as 'football'.  Perhaps over time, as football really gains ground here the American version (which is more akin to Rugby) will gradually become known as American Football, allowing the game played everywhere on earth as football, to have its correct name here too.

The original name was “soccer”. 

I am well aware of the history.  The Oxford English Dictionary (OED) traces the written use of the word "football" (as "foteballe"), referring to the game, to 1409. The first recorded use of the word to refer to the ball was in 1486, and the first use as a verb in 1599. Some English private schools developed a habit of abbreviating the game association football as soccer while others called it footer.  The fact remains the rest of the world today calls it football.  It's also worth noting football is played with the feet.  American football is mostly played with the hands.  Go figure.

macpro

FileMakerFeller said:

MacPro said:

I was watching a Tom Brady interview the other day discussing E Boats,  and was impressed to see him refer to football (as in USA soccer) as 'football'.  Perhaps over time, as football really gains ground here the American version (which is more akin to Rugby) will gradually become known as American Football, allowing the game played everywhere on earth as football, to have its correct name here too.

Here in Oz, we call it "Grid-iron" or "American Football."

That makes perfect sense.