Apple TV+ steps up as a front-running candidate to acquire Major League Baseball’s Sunday night games and other premium content currently held by ESPN, according to a new report. This means Apple TV+ might acquire Sunday Night Baseball streaming rights.
That potentially expands the streaming service’s baseball offerings significantly beyond its existing Friday night package, even as it pushes for more sports content across the board.
Apple TV+ may acquire Sunday Night Baseball streaming rights
The iPhone maker has emerged as the strongest contender among streaming platforms bidding for ESPN’s MLB rights, with sources indicating Apple’s financial offer would likely exceed competing bids from traditional broadcasters like NBC, according to Sports Business Journal. This could add Sunday Night Baseball coverage to Apple TV+’s existing Friday Night Baseball lineup. And it’s hardly the only sports grab Apple attempted lately.
This development comes as MLB faces the increasingly common dilemma of choosing between lower payments from legacy media companies with broader reach versus higher offers from digital platforms with smaller but growing audiences.
Apple’s current MLB investment sets foundation
Apple already maintains a substantial relationship with Major League Baseball through its Friday Night Baseball package. Apple pays a reported $85 million annually through 2028. The deal provides Apple TV+ subscribers with two commercial-free games every Friday at no additional cost beyond the standard $9.99 monthly or $99 yearly subscription fee.
The potential expansion would represent a significant escalation of Apple’s sports content strategy. And that’s especially true given ESPN’s previous MLB deal was valued at approximately $550 million per season — substantially higher than Apple’s current Friday night arrangement.
Strategic timing aligns with broader MLB rights landscape
Any new agreement would likely span three years. That would strategically position MLB to consolidate all its national broadcasting rights when current contracts with Fox Sports and TNT Sports expire in 2028, according to the report. This timeline would allow the league to potentially create a comprehensive national package, possibly including what sources describe as a national “local” package.
The structure of post-ESPN packages remains fluid, with multiple scenarios under consideration for Sunday night games, Wild Card playoff coverage and special events like the Home Run Derby. This flexibility suggests MLB is carefully weighing its options to maximize both revenue and viewership reach.
Apple’s broader sports content ambitions
This MLB expansion fits within Apple’s aggressive push into sports streaming. The company launched MLS Season Pass in 2023, making Apple TV the exclusive destination for Major League Soccer content. Additionally, Apple released a dedicated Sports app in February 2024, providing real-time scores and statistics across multiple leagues including MLS and NBA.
Apple has also reportedly explored significant deals in other sports. That includes a potential $2 billion arrangement for Formula 1 streaming rights and expressed interest in FIFA tournaments and NFL content for Apple Vision Pro.
Financial implications and subscriber strategy
The substantial investment in baseball content raises questions about Apple’s monetization strategy. While Friday night games are included with standard Apple TV+ subscriptions, the company may need to consider premium pricing models similar to MLS Season Pass to recoup costs from expanded MLB rights, especially given that the existing MLB.tv service charges approximately $120 annually for comprehensive game access.
Apple TV+ reportedly costs the iPhone giant billions. So securing premium sports rights represents both an opportunity to drive subscriber growth and a significant financial commitment. The streamer will need to demonstrate measurable returns in viewer engagement and subscription retention.
David Snow, an expert on Apple hardware and software, writes on a variety of technological and cultural topics for Cult of Mac. They include Apple news, technology buying guides, and features about computer setups and Apple TV shows and movies.
With 30 years of experience covering technology and other subjects, he has written and edited for numerous print and online publications, including CMP Media, TechTV.com, CNET, Wired News, Red Herring magazine, Law.com, The National Law Journal and Law Technology News magazine. Among other roles, he served as executive editor of the Law.com network of websites and editorial director, technology, for ALM Media.
Snow graduated with a B.A. from Syracuse University with majors in magazine journalism and psychology. While there, he worked as a reporter for The Daily Orange newspaper and associate editor of Equal Time magazine.
Founder of the blog At the Waterline, he can be reached on X (formerly Twitter) via @atthewaterline and on Mastodon via @dsnow.
