APPLE DROPS MLS SEASON PASS PRICE TO $29 FOR REST OF 2025 IN PUSH TO BOOST SOCCER STREAMING

Apple has cut the price of its MLS Season Pass subscription to $29 for the remainder of 2025, slashing the cost in an aggressive move to expand its soccer streaming audience.

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The service, available exclusively through the Apple TV app, has been a cornerstone of Apple's $2.5 billion global rights deal with Major League Soccer, and the price drop signals both an effort to drive new sign-ups midseason and a response to broader competition in the sports streaming market.

A STEEP DISCOUNT TO ATTRACT NEW FANS

The MLS Season Pass initially launched at $99 for the full season, or $79 for Apple TV+ subscribers, with monthly options also available. Midway through the 2025 campaign, Apple is effectively cutting that barrier to entry by more than two-thirds, lowering the price to just $29 for access to the rest of the year.

The new pricing gives fans access to all remaining MLS regular-season games, the Leagues Cup, and the MLS Cup playoffs, with no local blackouts—a key selling point that differentiates the package from many traditional sports rights deals.

Apple has not disclosed subscriber numbers, but industry analysts estimate that MLS Season Pass has surpassed 3 million subscribers, boosted in part by the global appeal of Lionel Messi at Inter Miami. Still, the audience remains far smaller than traditional U.S. sports rights packages, and the new discount is widely seen as a bid to increase scale.