Apple Poised to Expand MLB Coverage by Acquiring TV Rights

Apple is set to enhance its sports broadcasting portfolio with Major League Baseball (MLB) as it reportedly engages in negotiations to acquire additional TV rights. Currently, subscribers of Apple TV+ can enjoy select MLB games every Friday, but upcoming changes may allow for an expanded offering.

Since 2022, Apple has been broadcasting important MLB matchups through its TV app and website. Initially provided free of charge, this service now requires a paid subscription of EUR10 per month. According to industry reports, Apple is currently in talks with MLB and existing rights holders to secure broadcasting rights for Sunday games as well.

As per the Sports Business Journal, Apple TV+ has emerged as the leading candidate in the bidding process for the MLB license, which is expected to cover at least three years. Presently, these rights are held by ESPN, a subsidiary of the Disney Company. Notably, NBC had expressed interest in acquiring these rights, but Apple appears willing to offer a more lucrative deal.

While Apple may focus solely on acquiring Sunday game rights, this strategy could result in a competitive advantage, allowing it to enhance its sports content without fully committing to a comprehensive package. Presently, the annual cost for broadcasting Friday games is estimated at $85 million. In addition to Sunday games, Apple may also be looking to obtain rights for special events like the 'Wild Card' and 'Home Run Derby.'

Apple has also secured international broadcasting rights for MLB games, allowing them to stream 'Friday Night Baseball' across various markets, including Europe. This international reach could be a factor in negotiations as MLB evaluates options to maximize national exposure.

While the sports network NBC offers greater nationwide visibility, Apple's streaming platform provides a unique model for viewing. The MLB management is currently weighing these options, considering how to balance visibility with potential revenue from streaming rights.

At present, Apple has not disclosed viewership figures for its MLB broadcasts, which are devoid of traditional commercial interruptions. However, sponsor integrations have been observed, with notable brands, including Google, participating in this innovative advertising approach.