In a surprising turn of events, a Major League Soccer (MLS) executive has publicly called for the league to terminate its high-profile streaming deal with Apple TV and return to the familiar territory of traditional cable television networks. The bold stance, revealed in interviews with The Athletic, highlights growing frustration among some MLS general managers (GMs) who believe the innovative but controversial shift to a subscription-based streaming model is alienating fans and stunting the league’s growth.
One GM didn’t mince words, stating, “They have to end the deal with Apple. It’s bad for the fans.” The sentiment reflects a broader concern that the exclusive streaming partnership, launched with much fanfare in 2023, has failed to deliver the accessibility and visibility the league needs to compete in an increasingly crowded sports landscape. Another GM elaborated, “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 executive acknowledged the forward-thinking nature of streaming, calling it “innovative” and likely “where things will be going,” but argued that MLS isn’t positioned to lead that charge. “I don’t think enough has been put behind the subscription model,” they added. “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.”
The Apple TV deal, a 10-year, $2.5 billion agreement, was initially hailed as a groundbreaking move for MLS, offering fans a centralized platform to watch every match without blackouts. However, critics now argue it has come at a cost. Unlike leagues with established global followings—such as the English Premier League, Bundesliga, or UEFA Champions League—MLS struggles to attract casual viewers in a saturated market where American audiences have endless options. “The reason why people don’t watch (MLS) now is as simple as you can watch anything all over the world,” one GM explained. “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 sentiment underscores a harsh reality for MLS: despite steady growth over its nearly 30-year history, it remains a secondary choice for many sports fans in the U.S., overshadowed by both domestic giants like the NFL and NBA and elite international soccer leagues. The move to Apple TV, while technologically ambitious, may have exacerbated this challenge by placing MLS behind a paywall, limiting its exposure to the broader audiences that cable networks once provided.
At issue, though, is MLS’s ability to break its contract with Apple. For now, they are locked into a long-term contract with Apple that, at last for now has many of their games exclusive to Apple TV.
The debate arrives at a critical juncture for MLS, which has long grappled with carving out a distinct identity in the global soccer ecosystem. With stars like Lionel Messi boosting the league’s profile, some argue now is the time to capitalize on wider accessibility, not restrict it to a subscription service. Proponents of the Apple deal, however, point to its potential for long-term growth, citing the flexibility and data-driven insights streaming offers—a stark contrast to the rigid schedules of traditional TV.
For now, the MLS front office faces a pivotal decision: double down on its streaming experiment or heed the calls to return to the tried-and-true world of linear television. As one GM put it, “When you’re a subscription-based league, you’re playing a different game.” Whether MLS can adapt to that game—or convince fans to follow—remains an open question as the 2025 season looms.
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