Apple Bets on Formula One to Boost Sports Streaming Reach After MLS Playoff Expansion
Apple is expanding access to live sports content, a strategic move signaling a potential shift in its streaming model as it seeks to attract a broader audience and drive subscriptions. The tech giant will make the entirety of the Major League Soccer (MLS) postseason available to all Apple TV viewers, even without an MLS Season Pass subscription, and has secured exclusive rights to Formula One racing starting in 2026.
The move to open up MLS playoff access comes as the league acknowledges concerns that its exclusive partnership with Apple, while lucrative – a US$2.5 billion ten-year deal extending to 2033 – might potentially be limiting exposure. Currently, every MLS match is available via the MLS Season Pass add-on, a model that caters to dedicated fans but potentially excludes casual viewers. To address this, Apple and MLS have created a ‘Sunday Night Soccer’ time slot for the 2025 season, featuring key matches available to all Apple TV users, alongside continued broadcasts on Fox (US), TSN, and RDS (Canada).
However, industry observers note that Apple TV remains a relatively niche player in the competitive streaming landscape. Similar anxieties arose when Apple secured formula One rights for US$750 million, surpassing a bid from ESPN, the dominant sports media company in the country.
A senior official at Cadillac F1 defended the deal, stating, “Apple’s position is that the subscriber base is much larger than people are giving them credit for and Apple’s an innovation-first company – and I think that aligns so well with F1 and the movie following Drive to Survive has brought a lot of new fans to the sport. And so, I think we’re going to have a bigger reach than what people think.”
Crucially,Formula one content – including every practice,qualification,sprint race,and grand Prix from the 2026 World Championship – will be available to all Apple TV subscribers without requiring an additional add-on,unlike the MLS Season Pass. Subscribers will also gain access to F1 TV Premium. Apple TV+ already streams Major League Baseball’s (MLB) Friday Night Baseball globally.
According to analysis from SportsPro, the expanded access to MLS playoffs is a clear indication that the league recognizes the need to engage a wider fanbase beyond those willing to pay for a dedicated subscription. MLS is anticipating a surge in new subscribers when Formula One joins Apple’s sports portfolio next year.
The success of this strategy will be closely monitored, with the possibility of integrating sports content directly into a standard Apple TV subscription emerging as a potential model for future rights acquisitions. Formula One,having made significant inroads in the American market,is notably keen to see if this approach proves effective as it transitions away from ESPN.
. The coming years will reveal whether Apple’s gamble on broader accessibility will translate into sustained subscriber growth and solidify its position in the increasingly crowded sports streaming market.
