It has been more than 90 days since MLS reached an agreement with Apple to exclusively broadcast all games from 2023 to 2033. Since then, the league has not shared any further details about its broadcast plans for the upcoming season. And with the 2023 season fast approaching, time is running out.
Taking the US National League that was primarily a television product and changing it into a broadcast premier soccer league is a seismic shift. In doing so, it will take a lot of time and consumer input to help MLS sow the seeds for a successful product on Apple TV.
Questions MLS needs to answer before Apple TV debuts
However, questions remain. So, here are the top 5 questions MLS needs to answer before Apple TV launches:
1) TV Deals
While television is a small part of Major League Soccer’s future, at the time of publishing, neither deal has been signed for 2023 and beyond. More than twelve months ago, the three channels FOX Sports, ESPN and Univision received a window of exclusivity to renew their MLS TV rights agreements. All three broadcasters were lukewarm about renewals, delaying their decision, and thus MLS fast-tracking its exclusive global broadcast deal with Apple.
In doing so, the trio of FOX, ESPN and Univision no longer have exclusivity for MLS games they may be interested in broadcasting. Not only that, but they may feel that any MLS games they show on linear TV will only indirectly help sell subscriptions to Apple’s MLS app.
With MLS getting into bed with Apple for an exclusive broadcast deal, it creates friction between MLS and the incumbents. Each of the three broadcasters has their own streaming services (ESPN+, ViX+ and, to a lesser extent, Tubi) where they want to show exclusive games. Major League Soccer’s deal with Apple ends that possibility.
So why is TV deals our number one fundamental question for MLS? Some fans may want to put off subscribing to Apple TV until they know what the TV landscape will be like. After all, if you can catch some of the big games on TV, that may be enough for some fans. Vice versa, if the number of TV options is minimal, that will incentivize fans to sign up for Apple TV.
To be honest, it’s hard to see any advantage to FOX, ESPN or Univision broadcasting MLS games. Possibly the only advantage is whether Major League Soccer would be willing to pay the trio of broadcasters for broadcast time.
2) Prices
As we wrote in June, the success of Apple’s innovative MLS deal hinges on price. Without knowing how Apple is going to price the MLS app at Apple, it’s hard to get too excited about the service.
Success of Apple’s groundbreaking MLS deal hinges on price
Subsequently, the price of the MLS app on Apple TV will make or break the service.
3) Commentators
No official announcement has been made on who the MLS announcers are for the 2023 season. For many soccer fans, it is important to know who the new voices are for their favorite teams broadcasts. With the disappearance of local broadcasts from regional sports networks for Major League Soccer, it means we’re likely to hear a new crop of voices announcing games. It’s not going to be what we’re used to. Many of them are expected to cancel games from a monitor, probably from a studio in South Florida. In the meantime, MLS plans to send a minimum number of teams on the road to call select games from the stadiums.
The bond football fans form with broadcasters is key to helping the league grow. It is important to have qualified commentators and co-commentators announcing the games. Likewise, it’s important that MLS raise the bar for its coverage by hiring the best talent available.
It’s questionable whether MLS can get its announcer hiring decisions right. In the past, broadcasters made the hiring decisions. Now it’s Major League Soccer’s turn. Subsequently, will MLS hire the best talent available? Or will the league hire talent that conforms to what the league wants them to say instead of being open and honest about what they see?
4) Games available for free
Many MLS games are expected to be available for free during the first few months of the 2023 season. That’s great news for fans who want to experience the MLS app on Apple TV. It is also anticipated that the games will also be available to Apple TV+ subscribers.
Which games and how many games will be available for free are important things to know ahead of the 2023 season.
Welcome @AppleTV to the MLS family!
Learn more: https://t.co/iCPXGVbGyK pic.twitter.com/kowMze8fA1
— Don Garber (@thesoccerdon) June 14, 2022
5) Availability on Android devices
If you’re an Apple iPhone user, you’re going to have very little trouble with the user experience of watching MLS games. However, the same cannot be said for Android users. Nationwide, Android phones make up 46% of US phones. Just as importantly, 53% of Hispanics use an Android in the US, so MLS will be at a disadvantage next year when try to get people to sign up for the MLS app on Apple TV.
Why is that? There is no Apple TV app for Android users. Instead, currently the only way Android users can watch a game is in their browser (or by purchasing an Apple TV).
The sooner Android users know if and when the MLS app will be available via Android devices, the better.
Let’s be clear. We are optimistic about the MLS deal with Apple. It’s a huge win for cord cutters who want to watch every game via streaming without the headaches of dealing with TV. At the same time, we expect Major League Soccer to start reaching out to the media soon, so we can let you know ahead of the 2023 season.
Photo Credit: IMAGO/Icon Sportswire
