“Very Pleased” — MLS Commissioner Don Garber on Apple TV Deal, Offers Look at Future

Major League Soccer has embarked on a groundbreaking journey as the only major sports league with a fully streaming-based broadcast deal. This innovative partnership with Apple TV, initiated in 2023, has transformed how fans consume MLS content, offering unparalleled access to every match.

A Landmark Partnership: MLS Season Pass on Apple TV

The 2025 MLS season has been nothing short of spectacular, welcoming global superstars like Son Heung-min and Thomas Müller. To catch these talents in action, fans primarily turn to MLS Season Pass on Apple TV. This exclusive agreement, valued at $2.5 billion through 2033, grants Apple TV the rights to produce and broadcast every MLS, MLS Cup Playoff, and Leagues Cup match. This makes MLS one of the few leagues almost entirely behind a paywall, a bold move that has drawn both praise and scrutiny.

While some matches are still accessible on traditional cable channels such as Fox in the United States and TSN in Canada, the vast majority require an MLS Season Pass subscription, which retailed for a base rate of $129 at the start of the 2025 season.

Global Reach and Accessibility

One of the most significant advantages of the MLS Season Pass model is its global accessibility. The platform eliminates blackouts, allowing fans worldwide to watch their favorite players without geographical restrictions. Whether it’s Lionel Messi for Inter Miami, Son Heung-min for LAFC, or Thomas Müller for Vancouver, fans in Argentina, South Korea, and Germany can enjoy games as easily as those in North America.

However, this accessibility has also sparked debate regarding subscription numbers and casual viewership. While the league has not publicly released in-depth subscription data, MLS Commissioner Don Garber remains optimistic.

Commissioner Garber’s Perspective: “Very Pleased”

Speaking at the Leagues Cup final between Inter Miami and Seattle Sounders, Commissioner Garber expressed his satisfaction with the partnership’s progress.

“We’re very pleased with where we are. With Apple subscriptions, our ratings and audience are strong,” Garber stated. “I know it’s frustrating for all of you that we can’t be comparative. Our ratings for the Leagues Cup have been off the charts. That’s indicative for us in a subscription paywall model.”

Earlier in the season, Garber revealed that games on the platform average 120,000 viewers, a remarkable 50% increase from the 2024 season. He attributed this boost partly to fans being able to purchase the MLS Season Pass service through some TV providers, although further details were not provided.

In a move to bridge the gap between streaming and traditional viewership, the league and Apple TV have also allowed local television channels to broadcast games on delay to local audiences in markets such as Charlotte FC and FC Dallas.

The Future of Sports Consumption

Garber emphasized the convenience and future-forward nature of the streaming model:

“I like the fact that we have the ability to be anywhere in the world. I can watch games no matter where I am. I can go on my phone—an Apple phone or an Android device—or any computer or screen,” Garber added at the Leagues Cup. “I was on vacation up in Canada, and I was able to watch those games as if I were sitting in my living room in New York City.”

While fans of other leagues often contend with fragmented broadcast rights or restrictive blackouts, MLS has bypassed these issues by fully embracing streaming with MLS Season Pass on Apple TV. This bold strategy positions MLS at the forefront of sports media innovation, catering to the evolving habits of modern viewers.

“That dynamic is the future,” Garber concluded. “We think of media consumption—it just has to be accessible, and we need to make sure we are getting the accessibility right, continuing into the future.”

The MLS-Apple TV partnership represents a significant shift in how sports content is delivered and consumed, setting a precedent for other leagues to potentially follow. As the league continues to grow in popularity and attract top-tier talent, the accessibility and reach provided by MLS Season Pass will be crucial in expanding its global footprint.