Apple doesn’t play small. When they secured a $2.5 billion deal for exclusive MLS broadcasting rights, it wasn’t just about soccer—it was about reshaping how sports and streaming collide.
Now, as Major League Soccer enters its 30th season, Apple’s marketing playbook for MLS Season Pass is unfolding in a way only Apple can execute. It’s not just a sports subscription; it’s a Trojan horse for Apple TV expansion, a blueprint for strategic growth, and a bold lesson in how to win new audiences.
Here’s how Apple is turning the Season Pass into a masterclass in marketing—and what every brand should take away from it.
Breaking Down Barriers: Expanding Accessibility
For years, Apple’s ecosystem was famously exclusive. If you weren’t on an iPhone or Mac, access to its services was limited. But the Season Pass marks a shift: Apple is finally bringing the Apple TV app to Android via Google Play.
That’s huge. Android controls over 70% of the global smartphone market. By stepping outside its walled garden, Apple isn’t just courting soccer fans—it’s strategically onboarding new Apple TV+ subscribers.
The lesson? Growth isn’t always about exclusivity. Sometimes, the real win is breaking down barriers and meeting audiences where they are. Brands that cling too tightly to exclusivity risk losing out on untapped markets.
The Power of Exclusive Content: Making the MLS Season Pass Irresistible
Apple knows that content isn’t just king—it’s the entire kingdom. That’s why they’re investing heavily in MLS Season Pass exclusives, including:
- A feature interview with Lionel Messi: Arguably the biggest soccer star on the planet.
- “Onside: Major League Soccer”: An eight-part docuseries diving deep into the league’s evolution and culture.
- Sunday Night Soccer: A marquee game getting high-profile placement—including a Times Square broadcast for extra visibility.
This isn’t just filler content—it’s a strategic effort to make MLS Season Pass appointment viewing. Think NFL’s Monday Night Football, but with a fresh, Apple-designed twist.
For brands, this is a lesson in creating demand through exclusivity. People don’t just buy products; they buy experiences. The more compelling, story-driven, and exclusive your content is, the harder it is for customers to look away.
Growth Through Partnerships: The Smartest Way to Scale
Apple isn’t relying on organic growth alone—it’s leveraging partnerships to supercharge the Season Pass. Deals with T-Mobile, DirecTV, and Comcast Xfinity ensure that more people experience the service with minimal friction:
- T-Mobile customers get free access, instantly widening Apple’s reach.
- DirecTV and Xfinity offer free previews, reducing the barrier to entry and allowing potential subscribers to test the waters.
- MLS team sponsorships include custom jersey patches, ensuring MLS Season Pass branding is front and center for dedicated fans.
The takeaway? Scaling isn’t just about going solo. The right partnerships can amplify brand exposure, remove customer friction, and create win-win scenarios. For brands looking to expand, aligning with the right players can be a game-changer.
The Bigger Play: Apple TV’s Long-Term Growth Strategy
At its core, MLS Season Pass isn’t just about soccer—it’s about Apple TV’s future.
Unlike ESPN or Fox Sports, Apple isn’t a legacy sports broadcaster. But with the MLS deal locked in until 2033, they’ve got a decade to turn the Season Pass into a sports streaming powerhouse.
Every Season Pass subscriber is also being exposed to Apple TV+ content, making the conversion to a full Apple TV subscription easier. This is long-term thinking at its finest: Apple isn’t playing for short-term wins—they’re setting up a sustained growth machine.
For brands, this is a crucial takeaway. The best marketing strategy isn’t just about what you sell today but how your current offerings set up your long-term business goals.
What Brands Can Learn from Apple’s MLS Season Pass Playbook
Apple’s strategy isn’t just about soccer—it’s a roadmap for brand expansion. Here’s what businesses can take away:
- Expand beyond your comfort zone – Apple brought MLS Season Pass to Android, unlocking a massive new audience. What artificial barriers are limiting your brand’s reach?
- Make your offering indispensable – Apple’s exclusive Messi interview and docuseries turn the Season Pass into a must-have. How can you create an offering your customers can’t ignore?
- Leverage partnerships for exponential growth – Apple teamed up with T-Mobile, DirecTV, and Xfinity for rapid expansion. What collaborations could help your brand scale faster?
- Think beyond the immediate sale – Apple isn’t just selling MLS Season Pass—they’re using it to build Apple TV’s subscriber base. What’s the bigger play for your brand?
Apple Is Playing the Long Game—And Winning
Apple didn’t invest billions in MLS just because they love soccer. They did it because they understand market expansion, content-driven engagement, and long-term brand positioning.
By making the Season Pass widely available, packing it with can’t-miss content, and using partnerships to push it into new markets, Apple is building something bigger than a sports subscription—it’s laying the foundation for a sports streaming empire.
For brands looking to grow, the message is clear: The boldest moves, the smartest partnerships, and the most forward-thinking strategies win in the long run.
So the real question is: What’s your brand’s MLS Season Pass moment?
FAQ’s
- How can brands reach more customers?
Make your product easy to access—like how Apple brought MLS Season Pass to Android users.
- Why does exclusive content matter?
Unique content keeps people hooked—just like Apple’s Messi interview for MLS Season Pass.
- How do partnerships help marketing?
Teaming up with big brands, like Apple did with T-Mobile, spreads the word faster.