Has Apple TV Helped the Profile of the MLS?

Major League Soccer (MLS) has long craved a bigger stage. For years, the league battled for relevance against the titans of American sports - the NFL, NBA, and MLB. Enter Apple, the tech giant with its sights set on revolutionizing sports streaming. In 2023, a historic deal was struck: all MLS matches would be streamed exclusively on Apple TV. This begs the question: has Apple TV helped elevate the profile of MLS?

The answer, like a well-contested soccer match, is more nuanced than a simple yes or no. Let's dive into it and take a look at whether or not Apple TV has helped the profile of MLS.

Accessibility for All?

One of Apple's biggest promises was accessibility. By making MLS games available on a streaming platform, they aimed to remove cable TV barriers and reach a wider audience. This, in theory, would expose more people to the beautiful game and potentially cultivate new fans. Early signs were promising. Subscription numbers for Apple TV reportedly saw a significant boost following the MLS deal, indicating a surge in interest.

However, accessibility comes with caveats. Not everyone has access to high-speed internet or a subscription to Apple TV. Traditional cable viewers, particularly older demographics, might be hesitant to switch platforms just for MLS. This could create a situation where some existing fans are alienated while the growth of the new fanbase is limited.

Production Value

Apple threw its considerable financial muscle behind the MLS production. High-definition broadcasts, enhanced graphics packages, and a slate of experienced commentators were all part of the package. The production quality undeniably improved, offering a more polished and professional viewing experience. This slick presentation could appeal to a broader audience accustomed to high production values in other sports broadcasts.

However, some fans argue that the sterile, high-tech presentation lacks the raw passion and intimacy often associated with traditional MLS broadcasts. The atmosphere specific to MLS stadiums, with their fervent supporter groups and unique chants, might get lost in translation on a streamlined broadcast. This could alienate existing fans who cherish the league's distinct character.

The results of this decision may speak for themselves. MLS is still nowhere near as possible as other soccer tournaments across the world - even the best soccer betting odds in SA have MLS far below everything else in terms of betting volume. This could be the solid piece of evidence many of us are looking for when it comes to whether or not Apple's decision to take over the MLS market has been good for the league.

Content is King

Apple's vision extended beyond simply broadcasting live games. The platform promised exclusive behind-the-scenes content, player interviews, and original documentaries to deepen fan engagement. This kind of content can be a powerful tool for storytelling, fostering a stronger connection between players, teams, and fans.

However, the execution has been mixed. While some documentaries and behind-the-scenes features have been well-received, others have been criticized for lacking depth or insightful analysis. To truly elevate the profile of MLS, Apple TV needs to consistently deliver high-quality content that goes beyond basic fan service.

The Messi Effect

The arrival of Lionel Messi in MLS, specifically Inter Miami, was a watershed moment. Messi, arguably the greatest footballer of all time, instantly became the face of the league, generating global headlines. This undoubtedly boosted viewership for MLS games on Apple TV, particularly internationally.

However, the question remains: is the Messi effect sustainable? While Messi's presence will undoubtedly attract fans in the short term, the long-term success of MLS on Apple TV hinges on building a loyal fanbase invested in the overall product, not just one iconic player.

So far, it seems like Messi's arrival hasn't made the impact that MLS was hoping for.

Conclusion

The jury is still out on whether Apple TV has definitively elevated the profile of MLS. Accessibility has improved, production value is high, and exclusive content offers potential. However, reaching new audiences without alienating existing fans and delivering consistently engaging content remain challenges.

The Messi effect provided a short-term boost, but long-term success hinges on fostering a deeper connection with fans and showcasing the unique qualities that make MLS special. One thing is certain: the marriage of MLS and Apple TV is a work in progress. Whether it blossoms into a beautiful partnership or fizzles out like a missed penalty kick remains to be seen. So, let's give it a little more time and try this again. See you next time!