Apple planning an advertising network as part of its Major League Soccer deal

Apple is building an advertising network for live television as part of its deal to stream Major League Soccer games next year, reports Bloomberg, quoting unnamed “people with knowledge of the matter.”

The company is holding discussions with advertising partners and MLS sponsors in advance of the launch next February about airing advertisements during soccer games and related shows, said the people, who asked not to be identified because the discussions are private.

In June, Apple and MLS  announced that the Apple TV app will be the exclusive destination to watch every single live MLS match beginning in 2023. 

From early 2023 through 2032, fans can get every live MLS match by subscribing to a new MLS streaming service, available exclusively through the Apple TV app. In addition to all of the match content, the service will provide fans a new weekly live match whip-around show so they never miss an exciting goal or save, and also game replays, highlights, analysis, and other original programming. 

Apple says this live and on-demand MLS content will provide in-depth, behind-the-scenes views of the players and clubs that fans love. A broad selection of MLS and Leagues Cup matches, including some of the biggest matchups, will also be available at no additional cost to Apple TV+ subscribers, with a limited number of matches available for free. As an added benefit to fans, access to the new MLS streaming service will be included as part of MLS full-season ticket packages.

The MLS live and on-demand content on the Apple TV app will be available to anyone with internet access across all devices where the app can be found, including iPhone, iPad, Mac, Apple TV 4K, and Apple TV HD; Samsung, LG, Panasonic, Sony, TCL, VIZIO, and other smart TVs; Amazon Fire TV and Roku devices; PlayStation and Xbox gaming consoles; Chromecast with Google TV; and Comcast Xfinity. Fans can also watch on tv.apple.com.

At launch, all MLS and Leagues Cup matches will include announcers calling the action in English and Spanish, and all matches involving Canadian teams will be available in French. Apple and MLS will also provide enhanced league and club coverage for fans to follow the league or their favorite clubs in Apple News, with the ability to watch highlights right in the News app.

Complete details for the new service, including when fans can sign up, subscription pricing, specific details about the new MLS programming, an improved match schedule, broadcast teams, production enhancements, and pre and postgame coverage — as well as all the ways fans will be able to enjoy MLS content across the Apple ecosystem — will be announced in the coming months.