MLS folds Season Pass into standard Apple TV subscriptions for 2026

By removing the separate subscription requirement, MLS and Apple are shifting from a niche monetization strategy to a broad-scale reach play ahead of a domestic World Cup. This move aims to capture casual viewers already within the Apple ecosystem, potentially doubling the league's viewership. The hybrid architecture—combining global streaming, local linear simulcasts, and satellite-based commercial distribution—provides a blueprint for high-tier sports rights that must balance digital-first growth with the technical realities of out-of-home exhibition. Industry observers should watch for subscription conversion rates following the 2026 season to see if this unified model becomes the permanent standard for the league's planned transition to a fall-to-spring calendar in 2027.

The strategic pivot for the 2026 season arrives amidst a period of significant growth and structural reorganization for Major League Soccer. Per Major League Soccer reporting in May 2026, the league saw a 62% year-over-year increase in live match viewership during the first trimester of its campaign, averaging 7.9 million weekly viewers across streaming and linear platforms. This momentum followed a record-breaking 2025 postseason where the MLS Cup final, featuring Inter Miami and Vancouver Whitecaps, drew over 4.6 million multi-platform viewers, according to league data from December 2025. This surge in interest is largely attributed to the league's successful integration on Apple TV, where 70% of the audience is currently under the age of 45.

Beyond distribution changes, the league is preparing for a foundational calendar shift. Per Sports Media Watch and Sportico in March 2026, MLS owners voted to transition to a European-style fall-to-spring calendar starting in late 2027. This transition necessitated a renegotiation of the ten-year, $2.5 billion Apple agreement. The revised terms now shorten the original deal from a 2032 expiration to 2029, though the modification reportedly guarantees MLS an additional $50 million in revenue through the end of the decade. The 2027 'bridge' season will reportedly be a shortened 14-match sprint to align with the new international schedule.

Technologically, the league continues to refine its broadcast product. The introduction of the 'Walmart Saturday Showdown' in early 2026 introduced enhanced production features, including unique graphics and additional camera angles, for marquee weekly fixtures. This commercial expansion, alongside DIRECTV's January 2025 launch of 'MySports'—a streaming sports bundle that includes MLS content—highlights a growing emphasis on multi-channel accessibility to sustain the record engagement levels seen leading up to the 2026 FIFA World Cup.