Ever since a 10-year media rights partnership between Major League Soccer and Apple was agreed, the American tech giant has remained largely tight-lipped about the deal.
MLS Season Pass, an over-the-top streaming service on the Apple TV app, allows customers around the world to enjoy live coverage of every MLS match, with subscriptions costing $14.99 per month.
The broadcast deal is thought to be worth more than $250 million per season, so it is no surprise that Major League Soccer has always been vocal about the agreement.
Up until recently, however, Apple has not shared any information regarding MLS Season Pass, which launched back in February at the beginning of the 2023 season. But the tech giant has finally broken its silence.
Speaking in a videoconference with various media outlets, Eddy Cue, senior vice president of services at Apple, said:
“I’m very proud and happy with what we’ve accomplished so far, but I am sure that the best is yet to come.
“It’s been a great few months for such a quick turnaround, so I’m incredibly proud of everyone on our team, everyone in the league - the teams, players, and owners have been instrumental in making this a huge success to start the season.
“We’re in year one of a 10-year partnership, so this is just the beginning, but we’re off to a great start with subscriptions and viewership.
“We don’t share specific subscription numbers, but I can tell you we’re certainly doing much better than we had forecasted.”
It is worth noting that Cue took no questions following his statement, meaning there are still lots of unanswered questions. Even so, we now have a vague idea about what Apple makes of MLS Season Pass so far.
Thanks to MLS Season Pass, fans have been able to enjoy a thrilling season up to now. St. Louis City SC find themselves atop the Western Conference in their debut campaign, while FC Cincinnati have surprised everyone by taking control of the East.
The regular season concludes on October 21, with the MLS Cup final scheduled for December 9. That means MLS Season Pass subscribers still have months of action to sink their teeth into.
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