Apple to Expand Live TV Advertising for Major League Soccer Deal

Apple is building a live television ad network in preparation for streaming Major League Soccer games, reports Bloomberg. Apple has agreed to expand its advertising as part of its deal with MLS.

Apple MLS partnership June 2022
Back in June, Apple announced a 10-year partnership with Major League Soccer, which will see all matches streamed through the Apple TV app starting in 2023. Apple is now talking with advertising partners and MLS sponsors about ads that will air during the soccer games and related shows.

All three streaming tiers will have ads, including the dedicated package, paid TV+ subscriptions, and the free TV app.

Bloomberg says that ads for live TV are part of Apple's aggressive push into advertising. Apple recently added new ads to the App Store Today tab and to individual app pages, a move that has been unpopular with developers due to some of the ad types Apple has opted to show.

Apple is also working on a plan to add search ads to the Apple Maps app on iPhone starting next year, with these ads showing up alongside user searches for things like "gas" or "coffee." Bloomberg says that Apple is also exploring ads for other apps and services.

Apple's ad business generates around $4 billion annually at the current time, but the company is aiming to push that to at least $10 billion per year.

Popular Stories

apple tv 4k new orange

New Apple TV Expected Later This Year With These New Features

Saturday July 12, 2025 3:09 pm PDT by
A new Apple TV is expected to be released later this year, and a handful of new features and changes have been rumored for the device. Below, we recap what to expect from the next Apple TV, according to rumors. Rumors Faster Wi-Fi Support The next Apple TV will be equipped with Apple's own combined Wi-Fi and Bluetooth chip, according to Bloomberg's Mark Gurman. He said the chip supports ...
iphone 16 pro ghost hand

5 Reasons to Skip This Year's iPhone 17 Pro

Thursday July 10, 2025 4:54 am PDT by
Apple will launch its new iPhone 17 series in two months, and the iPhone 17 Pro models are expected to get a new design for the rear casing and the camera area. But more significant changes to the lineup are not expected until next year, when the iPhone 18 models arrive. If you're thinking of trading in your iPhone for this year's latest, consider the following features rumored to be coming...
iPhone 17 Pro in Hand Feature Lowgo

iPhone 17 Pro Coming Soon With These 16 New Features

Friday July 11, 2025 12:40 pm PDT by
Apple's next-generation iPhone 17 Pro and iPhone 17 Pro Max are only two months away, and there are plenty of rumors about the devices. Below, we recap key changes rumored for the iPhone 17 Pro models. Latest Rumors These rumors surfaced in June and July:A redesigned Dynamic Island: It has been rumored that all iPhone 17 models will have a redesigned Dynamic Island interface — it might ...
Apple Watch Ultra 2 Complications

Apple Watch Ultra 3: What to Expect

Sunday July 13, 2025 10:30 am PDT by
The long wait for an Apple Watch Ultra 3 is nearly over, and a handful of new features and changes have been rumored for the device. Below, we recap what to expect from the Apple Watch Ultra 3:Satellite connectivity for sending and receiving text messages when Wi-Fi and cellular coverage is unavailable 5G support, up from LTE on the Apple Watch Ultra 2 Likely a wide-angle OLED display that ...
iphone 16 pro pro max

iPhone 17 Pro Models With BOE Displays Will Be Sold in China Only

Thursday July 10, 2025 11:59 pm PDT by
iPhone 17 Pro and iPhone 17 Pro Max models with displays made by BOE will be sold exclusively in China, according to a new report. Last week, it emerged that Chinese display manufacturer BOE was aggressively ramping up its OLED production capacity for future iPhone models as part of a plan to recapture a major role in Apple's supply chain. Now, tech news aggregator Jukan Choi reports...
top stories 2025 07 12

Top Stories: iPhone 17 Pro Rumors, iOS 26 Beta 3, and More

Saturday July 12, 2025 6:00 am PDT by
The iOS 26 public beta release is quickly approaching, while developers have recently gotten their hands on a third round of betas that has seen Apple continue to tweak features, design, and functionality. We're also continuing to hear rumors about the iPhone 17 lineup that is now just about right around the corner, while Apple's latest big-budget film appears to be taking off, so read on...

Top Rated Comments

macsimcon Avatar
35 months ago
Is there no end to Tim's greed? I'm already paying for an Apple subscription, and now they want me to watch ads? Sorry, it's ads, or subscription revenue, not both. I don't pay to watch ads, morons.
Score: 27 Votes (Like | Disagree)
temende Avatar
35 months ago
Oh for chrissake. I can understand doing petty financial things like not including a charger in the box or jacking up services prices but putting ads in every product is a complete self-own.
Score: 17 Votes (Like | Disagree)
uptownnyc Avatar
35 months ago
Thanks. I hate it.
Score: 15 Votes (Like | Disagree)
maccymac42 Avatar
35 months ago
Apple have always been greedy, but this is a whole new level.
Score: 15 Votes (Like | Disagree)
BGPL Avatar
35 months ago
Keep wringing that chamois, Apple. One more dollar.
Score: 12 Votes (Like | Disagree)
Mrkevinfinnerty Avatar
35 months ago
The new facebook :cool:
Score: 9 Votes (Like | Disagree)