Major League Soccer commissioner Don Garber is doubling down on the league’s bold, and at times controversial, media-rights partnership with Apple. Speaking at Front Office Sports’ Huddle in the Hamptons event, Garber addressed skepticism around the 10-year, $2.5 billion streaming deal, calling out critics who, in his words, “just don’t get it yet,” according to FOS.
Per the report, Garber highlighted the unique viewership model MLS is building through Apple’s global platform. While regular-season matches are averaging 120,000 unique viewers this season—a nearly 50% increase from 2024—some argue the metric falls short when compared to traditional Nielsen ratings. Back in 2022, the report noted that ESPN’s linear broadcasts averaged 343,000 viewers per match. However, Garber made it clear that he’s looking beyond legacy comparisons.
“I’m not sure we are where we need to be,” Garber admitted, “but I know that we’re going to have to get there soon.
For Garber, the Apple deal is about playing the long game. As streaming becomes the dominant medium for sports consumption, MLS is positioning itself at the forefront. The league now delivers over 600 matches per season as one cohesive global feed. This model allows the league to engage international fans, with Gerber spotlighting that fans can watch in Ohio or Argentina without the limitations of regional broadcast deals.
According to Front Office Sports, Garber views the previous broadcast structure as fragmented and ineffective. “We had 30 games on ESPN, 30 on Fox, 30 on Univision, and 540 on local TV—and nobody was watching them,” he said. “We weren’t getting paid.”
The commissioner also believes other top global soccer leagues will eventually follow suit with similar streaming-centric distribution strategies. “We’re just early,” Garber said.
Despite criticism, Garber remains confident in the strategic shift. “Other than the hassle of people complaining about it, we feel pretty good,” he told the audience at the event.
Studies show that around 40% of sports fans watch digital-only, and the Apple-MLS deal could redefine how soccer is consumed in the U.S. While the early numbers may not reflect overwhelming success, MLS’s bet on a digital-first future shows that the league is thinking globally and long term.
Fans who want to catch the remainder of the season can get MLS Season Pass on Apple TV, normally $99, now 50% off at $49. The home of the remainder of the 2025 MLS regular season, postseason, and the 2025 MLS Cup. There are no blackout restrictions. Existing Apple TV+ subscribers can save even more and snag MLS Season Pass for $39. Try a seven-day free trial at the link below.
Credit: Front Office Sports