MLS and Apple TV Partnership Shortened, Reopens Media Rights Market

Major League Soccer (MLS) and Apple Inc. have announced a significant revision to their partnership agreement, now set to conclude in 2029, years earlier than originally planned. This change allows MLS to reenter the media rights market following the 2026 World Cup.

In mid-November 2025, MLS owners were briefed on the updates during meetings held in Florida. The initial agreement, which spanned ten years, has been shortened, reflecting a strategic shift in the league’s approach to broadcasting rights.

Under the revised terms, payments from Apple will increase over the next three seasons. These adjustments are designed to enhance the financial framework of the partnership while providing MLS with the flexibility to explore new broadcasting opportunities in a rapidly evolving media landscape.

The deal between MLS and Apple was initially celebrated for its potential to modernize how soccer is consumed in North America. However, the decision to cut the agreement short indicates a desire from MLS to capitalize on upcoming events and potentially secure more lucrative deals that align with the growth of soccer in the region.

As the league prepares for the 2026 World Cup, which will be jointly hosted by the United States, Canada, and Mexico, the opportunity to reassess broadcasting strategies is crucial. The World Cup is expected to draw significant attention and engagement, presenting a prime moment for MLS to expand its visibility and revenue streams.

The partnership’s evolution underscores a broader trend in sports broadcasting, where leagues are increasingly seeking to exert control over their media rights. With the landscape continuously shifting, MLS’s proactive stance could pave the way for innovative broadcasting strategies that resonate with a growing fan base.

As this situation develops, stakeholders will be keen to see how MLS navigates its next steps in the media rights arena, especially in light of the upcoming World Cup, a pivotal moment for soccer in North America.