Apple and Nike Teaming Up on Sports Content

In the new race for top sports media content, two of the most recognizable U.S. brands are teaming up.

Nike and Apple are joining forces for a series of films.

• The multiyear tie-up will see Apple Original Films work with Nike’s Waffle Iron Entertainment and Makeready.
• Waffle Iron produced the 2021 movie “The Day Sports Stood Still” on athlete-backed social justice initiatives, and “Promiseland” on Memphis Grizzlies star Ja Morant.
• Apple is currently developing a Formula 1 movie starring Brad Pitt, produced by star Mercedes driver Lewis Hamilton.

Apple and Nike have worked together previously: Apple CEO Tim Cook has served on Nike’s board of directors since 2005, and Nike created its own versions of the Apple Watch SE and Series 7. The two brands teamed up in 2006 for the Nike + iPod Sports Kit.

Apple’s Bite at Sports Media

Starting with its hit Premier League-focused show “Ted Lasso,” Apple TV+ has had a growing presence in sports media. 

It made its first foray into live broadcasting this year in a deal with MLB for Friday night games worth $85 million annually. It is weighing bids for pricier properties, including “NFL Sunday Ticket,” which could fetch $2.5 billion per year.

The company has also produced a documentary on the New England Patriots and a docuseries on NBA legend Magic Johnson.