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MLS clubs to promote Apple TV season pass with sleeve sponsorship

Tech giant reveals launch date and price point as streaming partnership nears launch.

17 November 2022 Steve McCaskill
MLS clubs to promote Apple TV season pass with sleeve sponsorship


  • MLS Season Pass launches in February 2023
  • All 29 teams will boast Apple TV+ sleeve sponsor

Apple will launch a Major League Soccer (MLS) season pass on 1st February next year, with all 29 clubs wearing a sleeve patch to promote the league’s new broadcast deal with the technology giant.

The 2023 season is the first in a ten-year, US$2.5 billion pact between Apple and MLS which includes every single regular season and play-off match.

A monthly subscription will cost US$14.99 a month or US$99 a season, with existing Apple TV+ subscribers to be offered a special price of US$12.99 a month or US$79 a season. Any season ticket holder at an MLS club will receive access at no extra cost.

Apple has pledged to make selected matches available free of charge, including the entire opening round of fixtures. All games will be produced in English and Spanish, with matches involving Canadian teams also covered in French.

Live fixtures will be supplemented by full match replays, highlights and a National Football League (NFL) Redzone-style ‘whip around’ show that goes around the grounds to ensure fans see all the goals and major incidents.

The Apple TV+ logo will be located on the opposite arm to existing sleeve sponsorship partners, with a different colour used for each team. The first look was provided at the kit launch of MLS’ newest team, St Louis City SC.

“We could not be more excited to bring our fans MLS Season Pass, a new home for all MLS matches and a wide variety of league and club content they can’t get anywhere else,” said Don Garber, MLS commissioner.

“We have the most engaged and passionate fans in sports, and now they’ll have every match everywhere with MLS Season Pass.”

SportsPro says…

Apple’s deal with MLS is its most significant foray into sports content to date and this news is the biggest update since the arrangement was first revealed earlier this year.

The price point is attractive for cord-cutters when you consider that matches not selected for national coverage would be available on cable-based regional sports networks (RSNs). The sleeve sponsorship is a smart move in raising awareness too.

However, more details need to be fleshed out before we have a clear idea of what the product will look like. While RSNs previously assumed production responsibilities, MLS is now taking that on itself and that means assembling multiple production and presentation teams in a condensed timeframe.

The partnership is something that many within the industry are keeping a close eye on, so there is plenty of interest in how it will be delivered. 

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