Apple Building Ad Network Ahead of MLS Deal

Apple is strengthening its live TV segment as its media rights deal with MLS begins next year.

The company, which inked the MLS pact earlier this year for at least $2.5 billion, is building an advertising network for live TV and is in discussions with MLS sponsors and ad partners, according to Bloomberg. 

• Apple’s ad unit currently generates roughly $4 billion each year.
• The company is reportedly looking to bump that to double digits by including ads in more apps and services.

The tech giant — which aims to produce pregame, in-game, and postgame shows for every match — will run ads in the dedicated package, paid TV+ subscriptions, and the free TV app.

MLS commissioner Don Garber previously said MLS will receive a base fee and a percentage of subscription sales. As part of the deal, Apple would air games in a new subscription service and on Apple TV+. Some games will be free through the Apple TV app.

Major League Moves

Apple’s deal with MLS may be the company’s biggest in sports, but it’s not the only one.

In March, Apple signed an agreement with Major League Baseball to stream a weekly doubleheader exclusively on Apple TV+. The deal is reportedly worth $85 million over seven years — $55 million in rights fees and $30 million worth of advertising.