Apple TV has partnered with EverPass Media to expand access to its live sports offerings in bars, restaurants, and casinos throughout the United States. This collaboration comes as Apple starts its first full U.S. Formula 1 season and integrates Major League Soccer (MLS) fully into its main Apple TV subscription service, aiming to bring more live sports to public venues nationwide.
Expanded Sports Access for Commercial Venues Through EverPass
Through this new agreement, thousands of commercial establishments using EverPass Core will gain access to Apple TV’s live sports programming, which now includes MLS games, Friday Night Baseball from Major League Baseball, and live Formula 1 races. Businesses that already subscribe to EverPass will have the Apple TV sports content added without incurring additional fees.
According to the Sports Business Journal, EverPass already delivers various sports streaming packages such as ESPN+, NFL Sunday Ticket, and Peacock to venues across the country. The inclusion of Apple TV’s portfolio allows these locations to offer MLS and F1 alongside other major leagues without negotiating separate contracts.
MLS Fully Integrated into Apple TV’s Core Streaming Service
Apple and MLS have transitioned all league matches from the standalone MLS Season Pass to Apple TV’s primary subscription service. This move is expected to raise viewership numbers by simplifying access and increasing the league’s commercial visibility.
During a media briefing, Apple TV’s Head of Production for Live Sports, Royce Dickerson, emphasized the importance of the EverPass deal. He stated,
“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.”
MLS Broadcasts to Return On-Site in 2026
For the 2026 season, MLS plans to have broadcast teams present at every match, reversing last year’s approach of some games relying on remote commentary. MLS Executive Vice President of Media Seth Bacon highlighted the benefits of on-site coverage, explaining it brings announcers closer to the action and allows the capture of additional content beyond just the live 90 minutes of play.
Bacon said,
“We understand the value of having the announcers closer to the action for the match itself.”
He also noted that this in-person production enhances content opportunities for Apple and MLS distribution across their channels.
To offset the increased production costs related to on-site broadcasts, the league will discontinue the Spanish-language version of MLS 360. Bacon pointed to audience data showing that over 90 percent of viewers watched in English, guiding this decision.
Implications for Sports Viewing in Commercial Spaces
This partnership strengthens Apple TV’s position in the competitive sports streaming market by increasing the presence of its live sports content in social settings, which may boost fan engagement and overall viewership. With MLS matches and Formula 1 races now more accessible in public venues, Apple and EverPass aim to enhance the live viewing experience and provide venues with a wider array of premium sports content.
As Apple continues to expand its sports offerings and solidify distribution through commercial partners like EverPass, its influence in live sports broadcasting is set to grow, potentially reshaping how audiences engage with sports outside of their homes.
