The world is obsessed with soccer. Can Apple make Americans love it too?

Football is back this weekend as Apple begins streaming Major League Soccer matches for the second year. The streaming package, called ‘MLS Season Pass,’ aims to attract more fans and money to the league. For a monthly fee of $14.99 or a discounted rate for Apple TV+ subscribers, fans can stream every game globally without blackout restrictions. The package includes regular season games, playoffs, the final, Leagues Cup, MLS Next Pro, and MLS Next matches. Apple is also showcasing pregame and postgame coverage programs, along with a Spanish-language version of their coverage show ‘MLS 360.’ The Apple MLS partnership aims to provide high-quality production and an enjoyable viewing experience for fans. Apple is leveraging its ecosystem of products and services to promote MLS content, including its new Sports app, Apple News, Apple Maps, and Apple Music. Although the actual viewership numbers are undisclosed, third-party reports suggest that the package experienced a significant surge in subscribers following Lionel Messi’s signing with Inter Miami. Despite potentially low viewership, the yearly cost for Apple is minimal compared to the company’s overall value and is considered a worthwhile investment to attract users to its ecosystem. The popularity of soccer globally and the young demographic that MLS appeals to contribute to the overall success of the streaming partnership.