Bringing Soccer to the Streaming Age
The MLS Commissioner recently sat down with Rich Kleiman from “Boardroom” to discuss the league’s groundbreaking streaming deal with Apple. Prior to this agreement, the MLS faced a daunting challenge with over 60 different start times for games throughout the year. This lack of consistency made it incredibly difficult for fans to keep track of where and when to catch their favorite matches. The Commissioner emphasized the importance of streamlining the schedule and distribution, stating, "What fan knows where our games are and when they’re gonna be able to be played?" With the Apple deal, the league now has the flexibility to adjust game schedules without the constraints of traditional broadcasting time slots, making it easier for fans to stay engaged.
Understanding Fan Behavior
One of the key factors that led to the MLS’s decision to enter into a streaming partnership was the way fans were already consuming soccer content. According to the Commissioner, 80% of MLS fans were already watching soccer through streaming services. Recognizing this trend, the league decided to align itself more closely with the digital landscape. The Commissioner explained, "We said we have to be with the streamer. We have to have a global offering and this idea of no blackouts accessible globally was super important to us." By embracing streaming, the MLS aimed to not only meet the demands of its current fan base but also to expand its reach to new audiences around the world.
Choosing the Right Partner
To achieve these goals, the MLS considered several potential partners, including Netflix and Amazon. However, Amazon’s global distribution capabilities were not as robust at the time, and the league ultimately chose to partner with Apple, the world’s largest technology company. The Commissioner highlighted the benefits of this decision, stating, "We went and did a deal with the biggest technology company in the world and launched a subscription service, launched channels for all of our teams." This strategic move has allowed the MLS to offer a seamless, high-quality streaming experience to fans, regardless of their location.
Enhancing the Fan Experience
The Apple deal has significantly improved the fan experience by providing consistent and accessible content. With the new partnership, fans can watch every MLS game without blackouts, and the league can adjust schedules to better fit their viewing preferences. The Commissioner noted, "Now if we want to have a Sunday game, we just change our schedule, work with Apple, work with different offerings so we can decide to change our schedule without having to worry about is that time slot available?" This level of flexibility and control is a game-changer for the league, allowing it to better serve its fans and adapt to their needs.
Balancing Traditional and Digital Broadcasting
While the majority of content is now available through Apple TV, the MLS still maintains some linear broadcasting partnerships with Fox and Univision. This hybrid approach ensures that fans who prefer traditional TV access can still enjoy games, while the streaming service caters to the growing digital audience. The Commissioner described this as an "exciting partnership with a company that really, really likes to break glass," emphasizing Apple’s commitment to innovation and the potential for future enhancements in the fan experience.
Looking Forward
The future looks bright for the MLS with this new streaming partnership. The league is well-positioned to capitalize on the global popularity of soccer and to attract new fans who might have been deterred by the fragmented viewing options in the past. As the Commissioner concludes, the Apple deal represents more than just a business transaction—it’s a significant step towards modernizing the league and ensuring that MLS games are accessible and enjoyable for fans everywhere. The potential for further innovations and improvements in the streaming service only adds to the excitement, as the league continues to evolve and meet the changing needs of its audience.
