## Is the MLS-Apple TV marriage on the rocks? The honeymoon phase is supposedly over for Major League Soccer and Apple TV. A bombshell statement from a high-ranking league executive has sent shockwaves through the soccer world, with calls to “end the deal” echoing across the pitch. Could the MLS be moving on from its controversial exclusive streaming partnership? Awful Announcing reports on the growing discontent and what it means for the future of MLS access. Buckle up, because this is one match you won’t want to miss.
Executive Concerns and Frustrations
MLS has entered its third year under a media rights agreement with Apple, and while the league has taken steps to address fan accessibility concerns, many executives remain dissatisfied. One of the primary issues highlighted by league officials is the lack of innovation in how MLS is presented to fans. An anonymous survey conducted by Unionjournalism revealed that several MLS executives believe the league needs to prioritize more linear outlets and a more robust subscription model.
One general manager (GM) anonymously shared their thoughts, stating, “They have to end the deal with Apple. It’s bad for the fans.” Another executive emphasized the need for broader visibility, saying, “I think we have to be on more linear outlets. We have to be on ABC, NBC, Fox more regularly because I think a lot more people watched our games when we were in that space.”
The current media rights deal has led to a significant reduction in linear television coverage. In the 2023 season, only 34 matches are broadcast on Fox and FS1, compared to the 137 matches available on linear TV in 2022. This shift has been particularly challenging given the league’s growth phase and the presence of global superstars like Lionel Messi, whose matches are exclusively available on Apple TV.
However, the subscription-based model comes with its own set of challenges. Fans must purchase the MLS Season Pass for $99 to access games, which can be a barrier given the plethora of free or low-cost alternatives available. One executive noted, “You’re a different league when you’re a subscription-based league. I don’t think the effort has been put in like it should be.”
Competition from Top Leagues
The competition from top-tier leagues around the world, such as the English Premier League, Champions League, and Bundesliga, poses a significant challenge for MLS. These leagues command large followings in the United States, making it difficult for MLS to attract and retain fans. A GM from the survey highlighted this issue, saying, “The reason why people don’t watch (MLS) now is as simple as you can watch anything all over the world. You can watch American football, soccer. The amount of hours to dedicate a weekend to watching something, you can choose one of hundreds of things to watch. If you want basketball, no offense to MLS, but are you going to turn on the Serbian league? You’re not. You’re going to watch the best product.”
This competition is exacerbated by the availability of these leagues on linear television or streaming services like Peacock and Paramount+, which offer a broader range of content at a lower cost than the MLS Season Pass. For example, Peacock offers the Premier League and other international leagues, providing a more comprehensive sports viewing experience for the price of $4.99 per month. This makes it a more attractive option for many sports enthusiasts.
Subscription Model Struggles
The subscription-based model for MLS games on Apple TV presents several challenges. Firstly, the cost of $99 for the Season Pass can be prohibitive for many fans, especially those who are not die-hard supporters. This is particularly true in the current economic climate, where consumers are becoming more price-sensitive.
Secondly, the technicalities of accessing the games add another layer of complexity. Fans need to be familiar with the Apple TV app and navigate its interface to find the matches they want to watch. This contrasts sharply with the ease of tuning into a game on traditional linear TV.
Moreover, the lack of effort behind the scenes to promote the subscription model has been a point of contention. Executives feel that more needs to be done to market the Season Pass and make it a more attractive option for fans. One executive commented, “I don’t think enough has been put behind the subscription model. You’re a different league when you’re a subscription-based league.”
The Future of MLS Media Rights
Opt-Out Opportunity
Despite the challenges, there is a potential light at the end of the tunnel. The media rights agreement with Apple includes an opt-out clause after the fifth year, which would be following the 2027 season. This provision could provide MLS with an opportunity to renegotiate or find a new partner better suited to its needs. The opt-out clause is a strategic move that gives MLS the flexibility to adapt to changing market conditions and fan preferences.
However, the decision to opt-out will not be straightforward. MLS must carefully consider the financial implications and the potential benefits of continuing with Apple or exploring alternative partnerships. The 2027 deadline is still several years away, giving the league ample time to evaluate its options and make an informed decision.
Potential Solutions
To improve its media rights situation, MLS could explore several potential solutions. One option is to seek partnerships with traditional broadcasters that have a strong presence on linear television. This could help MLS regain the visibility it enjoyed before the shift to Apple TV. For instance, a deal with NBC, ABC, or Fox could provide the league with more regular broadcasts, making it easier for fans to watch games without needing a subscription.
Another potential solution is to enhance the subscription model itself. This could involve lowering the cost of the Season Pass, offering more flexible payment options, or bundling the service with other content to make it more appealing. For example, partnering with a major streaming service that offers a wide range of programming could attract more subscribers and provide a more comprehensive viewing experience.
Additionally, MLS could invest more in marketing and promotion to increase awareness and interest in the Season Pass. This could involve targeted advertising campaigns, social media outreach, and partnerships with influencers and sports personalities to highlight the benefits of subscribing to the league’s games.
Challenges Ahead
The road ahead for MLS is fraught with challenges. Balancing the desire for more visibility with the constraints of the current agreement will require careful planning and strategic decision-making. The league must also navigate the competitive landscape, where other top-tier leagues continue to attract significant viewership in the United States.
Moreover, the league must address the concerns of its fans, who are increasingly demanding more accessible and affordable options for watching sports. The transition to a subscription-based model has been met with mixed reactions, and MLS must find a way to make this model work for its audience.
In conclusion, while the current media rights agreement with Apple presents significant challenges, it also offers opportunities for growth and innovation. By exploring alternative partnerships, enhancing the subscription model, and investing in marketing and promotion, MLS can position itself for success in the ever-evolving media landscape. The league’s ability to adapt and evolve will be crucial in determining its long-term viability and appeal to fans.
Conclusion
As we conclude our analysis of the Awful Announcing article, it’s clear that the topic of MLS’s partnership with Apple has sparked a heated debate within the sports world. Key points revolve around the league’s financial struggles, poor television ratings, and the idea that the lucrative deal with Apple has hindered the league’s ability to adapt and innovate. MLS execs have been critical of the partnership, suggesting that it’s time to reevaluate the terms of the deal and consider alternative options.
The significance of this topic cannot be overstated, as it has far-reaching implications for the future of MLS. If the league continues down this path, it risks alienating its most loyal fans, struggling to attract new viewers, and ultimately, diminishing its overall market value. Furthermore, the decision to “end the deal with Apple” would require a concerted effort from MLS executives, who would need to navigate complex financial negotiations and potentially explore new revenue streams. This could be a pivotal moment for the league, one that could either propel it forward or leave it stagnant.
As we look to the future, it’s likely that MLS will be forced to confront the consequences of its Apple partnership. Will the league find a way to break free from the constraints of this deal, or will it continue down a path that prioritizes short-term gains over long-term sustainability? One thing is certain: the future of MLS hangs in the balance, and the decision to “end the deal with Apple” will be a defining moment in the league’s history. It’s time for MLS to take a stand and forge a new path, one that prioritizes the needs of its fans, its players, and its very survival.