Apple and MLS deal from an average MLS soccer fan
By Harry Austin
Preface: I say I have a complicated relationship with MLS. I support the clubs and try to attend at least 1 MLS game every year, however not a fan of how the league and US Soccer hurts the lower leagues by its action. I got into soccer when the San Antonio Scorpions started in NASL, then supported SAFC when it took over from the Scorpions and went through the MLS Expansion dance.
Details : From MLSSoccer.com “June 14, 2022) – Apple and Major League Soccer today announced that the Apple TV app will be the exclusive destination to watch every single live MLS match beginning in 2023. This partnership is a historic first for a major professional sports league and will allow fans around the world to watch all MLS, Leagues Cup*, and select MLS NEXT Pro and MLS NEXT matches in one place -- without any local broadcast blackouts or the need for a traditional pay TV bundle.”
It has been reported that the deal between Major League Soccer and Apple is 10 years for at least $2.5 Billion.
So, let’s look at what the this really means for the Average soccer fan.
MLS own app that is separate from Apple TV that will have a cost that is still TBA. However, there will be some available matches if you do subscribe to Apple TV, and there are reports that there could still be games on ESPN as well. Reports are that you will be able to watch games MLS and Leagues Cup will both in English and Spanish and more languages are in the works.
The great news about this is that if you are a Season Ticket Member this service is part of your STM package. Which is great. However, what about non STM it is a big risk to move away from the ESPN+. How many sports fans on watching on the ESPN app that tuned into a game? I know as a USL fan, and having an Apple TV, it was so easy to multi cast USL and MLS games. The other concern I have is having MLS as a standalone app, can MLS and Apple get enough subscribers outside of the STM of MLS Clubs.
Allocation Disorder Podcast asked the following question: Over under 200k subscribers (Outside of MSL STM) sign up for the MLS APP in 2023?
I will go over, since this is going to be worldwide for this app and subscription, and I do expect that MLS and Apple will want to offer the app at a great price to boost numbers!
MLS is the Producer of the games and the shows. Which allows the following No Blackouts, No Local Broadcasts, Set Windows for games, Pre and Post Game Shows and an MLS Whip a Round Show.
For me No blackouts are the biggest news out of these topics! Being in San Antonio we are unable to watch Austin FC matches despite being in the media market for them, and this happened across each market. One concern about losing the local broadcasts, but I am hoping that we see the pre-game and post-game shows are done by local talent. One of the biggest benefits of this deal with MLS and Apple is that MLS can finally set windows where fans can commit to set times which will allow the league to have a Whip a Round Show. To me this is a great add to the league, If done right it could have the potential to help drive up the views and more interest in the league.
The Positives:
$2.5 billion or at least 250 million per year. However, there will be costs that come out of that say between 50-75 million for production. That still leaves the league and the clubs with more money from its TV/Streaming platform. I do think that having set windows of games will be a huge positive for every fan of the league. And if the league can balance out the schedule, you could have a healthy mix of games going on.
The ability to have the best sportscaster’s calling the game, which can be a huge positive. I know in USL having Mike Watts and Devon Kerr calling the game makes it feel like a big game. For MLS having consistent sportscaster’s calling the games with knowledge of the league and the clubs is huge. Same would apply to the pre-game and post-game shows, where you can have that consistency and build a relationship with the fanbase.
One place to watch the games for all things MLS. Today, you need ESPN, ESPN+, Fox Sports and Univision. So having one central location to watch will be a positive for those that will watch MLS.
MLS taking care of Season Ticket Members by having the cost of the MLS app as part of your Season Ticket Package. It would have been very easy for MLS to not include the STM base.
Whip a Round Show: Depending how this is done; this could be a great addition to the coverage of the game. For me would love to see a set up that has 2 to 3 hosts in a studio. That can talk about the big calls of the came and the tactics in a way that can translate to the average fan. This could be a way to really highlight the players of the league and help develop stars of the league.
The Negatives:
At this time, the ability to watch MLS will not be on any TV networks. It sounds like ESPN will show 20-25 games per World Soccer Talk, however it will be at a reduce fee form what they paid the last time.
On a stand-alone app, if you are an MLS STM or diehard fan, you are watching no matter where it is, but what about the average fan? Are you going to pay for another app? Out of sight out of mind… this has to be a huge concern for MLS!!
Not on Local TV: While the league may benefit from the deal with Apple, the sacrifice of local TV could hurt local markets. Having the team on local television is huge, and a great way to help build a fan base. You don’t think it matters; I give you the Colorado Rapids. Who have had struggles with local TV and its part of the reason why the Rapids really struggle in the stands! However, removing blackouts help with this situation to where local fans can watch away games.
To Be Determined:
How much will the MLS App cost on Apple? This I think will be the decision that will determine the success of this deal. What will be the cost point for Apple and MLS to make this work, I say it has to be in the range of 5-10 a month or a maximum cost of 50-60 a year! This must be the concern of all MLS fans.
MLS in charge of own production. Can MLS and Apple produce an app that is not cumbersome and how will the production be. Having watch USL start its own production, there was/is growing pains. Also, one of the biggest complaints about both USL and MLS is that while they are great at marketing it own product, but neither are known to be able to handle criticism very well. So can MLS find a balance that will show the game in a balanced form.
