Major League Soccer and Apple are making a significant shift in their partnership, with plans to bring every MLS match out from behind a paywall beginning in 2026. According to a report by The Athletic, the current MLS Season Pass model will be discontinued after the 2025 season. With all games becoming accessible directly through the Apple TV streaming platform.
The move marks a notable evolution for the 10-year, $2.5 billion agreement that began in 2023. Which made Apple the exclusive global home for MLS matches. Until now, fans were required to purchase a standalone subscription to MLS Season Pass — priced at $14.99 per month or $99 for the season. That was in addition to the regular Apple TV subscription.
When the change takes effect, a standard Apple TV subscription ($12.99 per month or $99 annually) will include access to every MLS match. For a league that has worked to build momentum with a younger, tech-savvy audience. The removal of the paywall could be a crucial step in expanding viewership and accessibility.
Apple has not disclosed official subscriber numbers, but Variety previously estimated the platform at around 45 million users. Apple executive Eddy Cue, however, suggested on a recent podcast that the figure was “significantly more.”
The timing also aligns with Apple’s expanding sports ambitions.
The company recently struck a five-year deal with Formula 1, set to begin in 2026. Which could provide crossover opportunities for fans already subscribed to Apple TV. MLS began testing the new approach in 2024 by making more than 200 matches available outside of the Season Pass subscription. Including the entire 2025 postseason — moves that reportedly led to noticeable audience growth.
Despite early skepticism, league executives have maintained that the Apple partnership remains a forward-thinking investment. MLS Deputy Commissioner Gary Stevenson told The Athletic that the collaboration continues to evolve in ways that benefit fans and the sport.
“The story on the Apple deal will be written over time,” Stevenson said. “We were ahead of the curve, and we have a partner that’s willing to make changes with us to better serve the consumer.”
With the paywall soon to come down. Both sides appear confident that a more open model could be exactly what MLS needs to capture new fans. Plus keep its global growth trending upward.
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