Apple is building an ad network for Major League Soccer (MLS) games to be streamed next year, according to a report by Bloomberg. Sources familiar with the situation told the outlet that Apple is in talks with advertisers and MLS sponsors to run ads during football games and “related shows.”
Apple signed a 10-year deal with the MLS in June and will begin streaming football matches through the Apple TV app in February 2023. Although the company is planning a separate, Sunday Ticket-like subscription committed to streaming every MLS game, it says it will make a “wide selection” of MLS and Leagues Cup matches available to Apple TV Plus subscribers, with a “limited number” available for free.
There is still no pricing information on the standalone plan, but, as noted by BloombergApple plans to include ads for all MLS viewers, including season ticket holders, Apple TV Plus subscribers, and those who watch for free. This builds on the commercials Apple is already playing in its Friday Night Baseball games, and marks an ongoing push in advertising.
In August, Bloomberg reported that Apple’s ad business brings in about $4 billion in annual revenue, and that the company wants to get that number into double digits. One solution the company is reportedly considering is placing ads in other places on the iPhone, such as the Maps, Podcasts, and Books apps.