Published 12/01/2022, 8:30 AM EST
Soccer is a global sport and among the most watched sport in the world. It has a global fanbase of over 5 billion, making it a big market for several sponsors and investments. Almost everyone wants a chunk of it. The 2018 FIFA World Cup final crossed more than a billion views, 10x more than the most-watched NFL Super Bowl game. The popularity of the sport is only going to increase from here. Soccer has slowly gained a lot of popularity in the US as well. With that, several firms have been engaged in a bidding war for streaming rights. Apple recently secured a 10-year deal with the MLS and is looking to expand to Europe.
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Apple and MLS came into a partnership earlier this year. They signed a 10-year deal worth $2.5 billion. The partnership will come into effect in 2023 and will run till 2033. Fans will be able to watch all MLS, Leagues Cup, select MLS NEXT Pro and MLS NEXT matches on the Apple TV app.
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The likes of Amazon Prime and Netflix have also entered sports as the online streaming industry expands. Apple doesn’t want to be left behind in the race and has entered the soccer market. After the MLS deal, they are now targeting the Dutch league broadcasting rights. However, they may face stiff competition from ESPN.
Apple to target Eredivisie streaming rights
According to Chris Woerts, a well-known Dutch businessman, Apple might enter the race for streaming rights of Eredivisie. The Eredivisie is the top-tier soccer league in the Netherlands. It is one of the most popular leagues in the world and millions of fans watch them.
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Over 1.46 million fans tuned in to watch the Ajax vs PSV Eindhoven game last year. It only goes on to show the popularity of the league. It’s understandable why Tim Cook’s Apple might be interested in the Dutch league.
However, Apple has a big hurdle in ESPN for streaming rights. ESPN had the broadcasting rights of the league since 2013 and would not want to let it go. Another big firm that could provide competition could be ZiggoSport. They are already eyeing the Dutch market and have the rights for Champions League, Europa League, Europe Conference League, Italian Serie A, and Spain’s La Liga in the Netherlands.
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It’ll be interesting to see who wins the bidding war between the three giants.