Apple TV targets The Open rights as NBC partnership nears 2028 expiration

Securing The Open Championship would provide Apple TV with a prestigious, multi-day tentpole event that attracts an affluent demographic, filling a critical gap in its live portfolio. For the R&A, interest from Apple, Netflix, and Amazon creates significant leverage to drive up the price against incumbent NBC and its partner Versant. This move confirms that while Apple is moving away from the "niche paywall" model seen with the initial MLS Season Pass, it remains aggressive in bidding for top-tier global properties. The industry should watch the 2027 tender for whether Apple demands full global exclusivity or accepts a regional U.S. carve-out.

Apple's pursuit of golf rights follows a significant recalibration of its sports broadcasting model. In early 2026, Apple and Major League Soccer (MLS) announced they would terminate their 10-year, $2.5 billion contract three years early, in 2029. Per Sportcal and Ampere Analysis, the partnership struggled with low transparency and disappointing viewership behind the standalone MLS Season Pass paywall. To address this, Apple eliminated the additional fee for the 2026 season, integrating all matches into the standard Apple TV subscription and paying an additional $50 million to the league through 2029 to maintain flexibility. This shift indicates that Apple now prioritizes broader reach within its existing ecosystem over high-cost, niche add-ons.

While scaling back on MLS, Apple has leaned into other exclusive global properties. In October 2025, the company secured exclusive U.S. rights for Formula One (F1) from 2026 to 2030, a deal valued at approximately $150 million per year according to TVRev. This agreement mirrors Apple's strategy for The Open, as it looks to replace legacy broadcasters like ESPN and NBC. Apple Senior Vice President of Services Eddy Cue has publicly stated the company intends to be "all in" on sports that it can deeply integrate across its products, including Apple Music, Maps, and News.

Incumbent rights holder NBC is also navigating its own structural changes that affect these negotiations. In January 2026, Comcast completed the spinoff of its cable assets, including the Golf Channel and USA Network, into a new entity called Versant. According to Front Office Sports, while NBC and Versant recently extended their deal with the USGA through 2032 to keep the U.S. Open, the R&A rights remain one of the few major golf properties up for grabs in the near term. The upcoming 2027 tender will test whether traditional broadcasters can compete with the combined capital of tech giants.