After spending billions on sports rights, Apple is pushing its live sports content into the commercial market, striking a deal with EverPass Media to bring MLS and F1 to thousands of bars and restaurants, as reported by Sports Business Journal. The move is timed with Apple’s decision to kill the standalone MLS Season Pass and fold all matches into the main Apple TV subscription, a clear strategy to maximize viewership and recoup its massive investment.
A tale of two broadcasts: Coinciding with the commercial push is a bigger investment in production quality, as MLS is ditching its partial reliance on remote commentary and putting broadcast teams on-site for every match in 2026. But that investment is offset by a major cut elsewhere, with the league scrapping its Spanish-language "MLS 360" whip-around show. MLS justified the decision with data showing "over 90% of our audience was watching in English language."
From living room to bar tab: The deal with EverPass, the gatekeeper to the commercial sports market, gives Apple an instant foothold in thousands of U.S. businesses. "I can’t understate how big of a deal that is," said Royce Dickerson, Apple TV's Head of Production for Live Sports. For businesses already subscribing to EverPass's 'Core' package, Apple's full sports lineup will be folded into their existing plan.
Apple spent years building a premium, consumer-first subscription service. Now, to make its multi-billion dollar sports gambit pay off, it's finally chasing revenue in the lucrative commercial market. The push into bars is built on its aggressive content acquisition, including a five-year deal for U.S. Formula 1 rights that locked up a key demographic. The partnership with EverPass gives Apple access to a powerful aggregator backed by heavyweights like the NFL.
