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MLS and Apple End Streaming Deal Early, Shift Strategy for 2026
Major League Soccer (MLS) and Apple are ending their ten-year, US$2.5 billion global streaming deal three years ahead of schedule, effective after the 2028/29 season. This decision comes as MLS prepares for the 2026 FIFA World Cup, which will be co-hosted by the United States, Canada, and Mexico, and aims to capitalize on increased interest in the sport. The league is focusing on attracting new fans and bolstering its broadcast reach.
From MLS Season Pass to Apple TV+ standard Subscription
Initially, MLS games were available through the MLS Season Pass add-on option on Apple TV+. Though, the league has now eliminated this add-on, making all MLS matches accessible wiht a standard Apple TV+ subscription starting next year. This change is intended to broaden access to games and reach a wider audience. Prior to the 2024 playoffs, MLS Commissioner Don Garber reported that the MLS Season Pass service was averaging 120,000 unique viewers per game in 2025,a 50% increase from 2024 viewership.
Broadcast Landscape and Future Plans
While Apple TV+ remains the primary broadcast partner for MLS, select games continue to be shown on linear television in certain markets. For example, Fox broadcasts some matches in the United States. The league is actively working to leverage the momentum from the upcoming World cup to grow its fanbase and secure long-term broadcast agreements.
Impact of the Early Deal Termination
The early termination of the Apple deal suggests a potential shift in MLS’s broadcast strategy. While Apple provided a significant upfront investment and global reach, the league might potentially be seeking a more diversified broadcast portfolio that includes greater exposure on traditional television networks. This could lead to increased revenue and wider accessibility for fans. The move also allows MLS to possibly negotiate new deals with other broadcasters as the 2026 World Cup approaches and interest in soccer surges.
Looking Ahead to 2026
The 2026 FIFA World Cup presents a unique opportunity for MLS to attract new fans and solidify its position as a major sports league in North America. The league is actively promoting the event and encouraging fans to sign up for the 2026 campaign. The increased visibility
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Samsung Refrigerators Displaying ads Raise Privacy Concerns
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The Unexpected Advertisement
A family in the United Kingdom discovered an unexpected advertisement on their Samsung Family Hub refrigeratorS screen: a promotional ad for the Apple TV+ show Pluribus. The ad, described as emotionally charged, appeared while the user was browsing the refrigerator’s interface, resembling a personal message rather than a commercial (6cpu.com). The family’s experience, shared online, quickly gained attention, sparking a debate about the ethics of advertising within intimate home environments.
The initial discovery came when a sibling recognized the ad’s wording and confirmed with their relative, Carol, that she had seen the same message. This raised concerns about why a household appliance woudl display advertising in a way that could be easily mistaken for genuine content.
Public Reaction and Concerns
The story quickly resonated with many, attracting hundreds of responses online. While some users expressed sympathy for the family, others voiced strong criticism of Samsung and the broader trend of incorporating advertising into smart devices. Several commenters suggested filing a complaint with the UK’s Advertising Standards Authority (Advertising Standards authority), arguing that ads displayed in such personal settings should avoid possibly misleading or emotionally manipulative language.
The incident highlights a growing unease about the increasing prevalence of advertising in unexpected places.Users are questioning the boundaries between “connected convenience” and intrusive marketing practices.
Samsung’s Advertising Practices
Samsung began displaying advertisements on its smart refrigerators in 2023, a practice that has drawn criticism despite the company’s claims that it provides a revenue stream to offset the cost of the devices (NotebookCheck). While users can disable some ads, the ability to opt-out is not always clear or complete. The placement of ads within the refrigerator’s interface, particularly those resembling personal messages, is a key point of contention.
The core issue isn’t necessarily the presence of ads themselves, but how they are presented. Ads that blend seamlessly with the user interface, or employ emotionally evocative language, can erode trust and create a sense of invasion of privacy.
The Broader Implications: Privacy vs. Profit
This incident with Samsung refrigerators is part of a larger trend of companies monetizing user data and attention through advertising in unexpected places. Smart TVs, voice assistants, and even connected cars are increasingly becoming platforms for targeted advertising. This raises essential questions about data privacy, user consent, and the ethical responsibilities of technology companies.
The debate centers on finding a balance between providing free or low-cost services and respecting user privacy. Consumers are increasingly demanding greater transparency and control over how their data is used, and are pushing back against intrusive advertising practices.
Here’s a breakdown of the provided text, summarizing the key points:
Main Topic: Apple’s increasing involvement in sports broadcasting rights, specifically their recent acquisition of Formula One rights.
Key Points:
* Formula One Deal: Apple has secured the US rights to Formula One for $150 million per year. All races will be included in a standard Apple TV subscription.
* MLS Partnership Changes: Apple is integrating MLS matches into the standard Apple TV subscription, discontinuing the MLS Season Pass add-on. The partnership expiry date has been moved to 2029, three years earlier than originally planned.
* Speculation about Apple’s Strategy: Industry experts believe Apple is becoming more serious about sports broadcasting to attract and retain Apple TV subscribers. They are looking for properties that can be innovated with and have growth potential.
* Formula One as a Good Fit: Formula One is seen as a good fit for Apple because it’s not a traditionally strong sport in the US, giving Apple room to grow its audience.
* Uncertain Future: While Apple is highly likely to acquire more sports rights, predicting their next move is difficult. The early termination of the MLS deal could signal either an exit or a potential extension.
Image Description: The image shows a Formula One race in Las Vegas. The caption suggests the acquisition of F1 rights may inspire Apple to make further sports rights acquisitions.
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