Apple TV Brings MLS and F1 to Bars Nationwide Through EverPass Partnership
In a strategic move to enhance the accessibility of live sports, Apple TV has entered into a distribution agreement with EverPass Media. This collaboration aims to bring Major League Soccer (MLS) and Formula 1 (F1) events to a multitude of bars, restaurants, and casinos across the United States. This initiative coincides with Apple’s inaugural full season of broadcasting F1 races in the U.S. and the integration of MLS matches into its primary Apple TV subscription service. The objective is to amplify the presence of live sports on large screens in public venues, thereby enriching the communal viewing experience.
Seamless Integration with EverPass Media
Through this partnership, thousands of commercial establishments will gain access to Apple’s comprehensive live sports portfolio via the existing EverPass Core package. This package encompasses MLS matches, MLB Friday Night Baseball, and now, F1 coverage. Notably, venues already subscribed to EverPass will not incur additional costs to incorporate Apple TV’s sports content, ensuring a seamless and cost-effective integration.
EverPass Media, known for supplying sports streaming packages such as ESPN+, NFL Sunday Ticket, and Peacock to commercial venues nationwide, now includes Apple TV’s offerings. This integration allows bars and restaurants to feature MLS and F1 events alongside other major sports, eliminating the need for separate agreements and simplifying the process for business owners.
MLS Fully Integrated into Apple TV
The collaboration between Apple and MLS is expected to boost viewership by transitioning all league matches into the core Apple TV service, thereby discontinuing the standalone MLS Season Pass. This strategic move is anticipated to broaden the audience base and enhance the overall exposure of MLS games.
Royce Dickerson, Apple TV’s Head of Production for Live Sports, emphasized the significance of this development during a media briefing, stating, I can’t understate how big a deal that is to have that deal done with EverPass and be in all of those commercial establishments.
On-Site Broadcasting Resumes in 2026
In a bid to enhance the quality of live broadcasts, MLS has announced that starting in 2026, broadcast teams will be present on-site for every match. This decision marks a departure from the previous season, where some games utilized remote commentary. Seth Bacon, MLS Executive Vice President of Media, highlighted the value of this change, stating, We understand the value of having the announcers closer to the action for the match itself. He further noted that on-site crews are instrumental in capturing content beyond the 90 minutes of play, which can be distributed across various channels by Apple and MLS.
To offset the additional production costs associated with on-site broadcasting, the league has decided to discontinue the Spanish-language version of MLS 360. This decision was informed by viewership data indicating that over 90 percent of audiences preferred the English version, guiding the league’s strategic direction.
Enhancing the Sports Viewing Experience
This partnership between Apple TV and EverPass Media signifies a concerted effort to enhance the sports viewing experience in public venues. By providing seamless access to live MLS and F1 events, the collaboration aims to foster a more engaging and communal atmosphere for sports enthusiasts. The integration of these sports into the EverPass Core package ensures that fans can enjoy a diverse range of live sports content without the need for multiple subscriptions or platforms.
Broader Implications for the Sports Broadcasting Landscape
The agreement between Apple TV and EverPass Media reflects a broader trend in the sports broadcasting industry, where streaming services are increasingly partnering with traditional venues to expand their reach. This move not only benefits consumers by providing more viewing options but also offers commercial establishments a competitive edge by diversifying their entertainment offerings.
Furthermore, the decision to have on-site broadcasting teams underscores the importance of immersive and high-quality coverage in enhancing viewer engagement. By capturing the nuances and atmosphere of live events, on-site broadcasts can provide a richer and more authentic experience for audiences.
Conclusion
Apple TV’s partnership with EverPass Media to bring MLS and F1 events to bars, restaurants, and casinos across the United States represents a significant advancement in the accessibility and enjoyment of live sports. By integrating these events into the EverPass Core package, the collaboration simplifies the process for commercial venues and enriches the viewing experience for patrons. As the sports broadcasting landscape continues to evolve, such partnerships are likely to play a pivotal role in shaping the future of how fans engage with live sports content.
