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sports23h ago
Don Garber acknowledges MLS Season Pass was a misstep in Apple deal
- Garber says the original Season Pass model was a misstep and would differ today apart from the subscription.
- MLS and Apple moved Season Pass away from a standalone ticketing model to viewership via standard Apple TV subscriptions.
- The deal was shortened from 10 years to seven years under the revised terms.
- Opening weekend viewership rose 59% year over year, signaling momentum for MLS.
- Garber credited the pivot and broader partnership for potential sustainability ahead of the World Cup.
- The discussion occurred during a Sports Business Journal conference with Garber emphasizing overall partnership strength.
- The revised approach includes standalone windows and broader distribution deals integrated into channel guides.
- The Apple-MLS agreement remains part of a long-term strategy under a seven-year term.
- Messi’s arrival in MLS is noted, but not enough to drive sustained growth under the old model.
- League executives expect stronger performance with updated calendar and distribution strategies.
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