Apple Continues Sports Push With Bid on MLB's Sunday Night Baseball

[MacRumors]

In an interview this week with CNBC's Alex Sherman, MLB commissioner Rob Manfred confirmed that Apple, NBC, and ESPN have each bid on the media rights to MLB's "Sunday Night Baseball" package, for the 2026 through 2028 seasons.

Manfred said he plans to choose a winning bidder for "Sunday Night Baseball" within the month, and the rights could be split up between two bidders.

ESPN held the rights to "Sunday Night Baseball" through the 2028 season, but the network and MLB mutually opted out of the $550-million contract earlier this year, so ESPN's rights now expire after the 2025 season. Apple is now looking to pick up those final three seasons, along with NBC, and even ESPN is looking to renegotiate a deal.

Apple TV+ already streams MLB's Friday Night Baseball games, and the service could offer Sunday Night Baseball too if Apple wins the rights.

Following the 2028 season, all regional and national MLB media rights will be expired, and the league is hoping to table a bigger all-in-one package of rights. Apple would likely be very interested in such a package, as it would allow the company to offer an MLB equivalent of MLS Season Pass through the Apple TV app. However, MLB is much bigger than MLS, so it remains to be seen if MLB would be willing to go all-in with Apple.

Apple continues to push into sports content, with the company reportedly likely to secure the rights to Formula 1 racing. In the past, the company unsuccessfully bid on NFL's "Sunday Ticket" package, and on the 2025 FIFA Club World Cup.

Article Link: Apple Continues Sports Push With Bid on MLB's Sunday Night Baseball

 

[MacD]

I know it's to attract users to their TV service platform, but seems out of line of Apple's mission.

 

[zarmanto]

I know it's to attract users to their TV service platform, but seems out of line of Apple's mission.

Depends upon how narrowly you choose to define their mission. I would suggest that -- much like any other company -- their mission can most simply be defined as:

"Do stuff that makes money."

While I'm not personally that drawn to sports broadcasts, I would have to admit that they do tend to draw large crowds... and with crowds, comes money.

And if you're going to suggest that this mission is too broad... well, Jeff Bezos might have an argument against your point of view. I mean seriously... Have you seen how rediculously diverse Amazon's portfolio of products and services has become? Even with adding (more) sports into the mix, Apple is still positively laser focused, in comparison.

 

[ghostface147]

They need better commentators.

 

[mlayer]

Like what's happening with the F1 USA broadcast rights, I suspect that each sport is using Apple as a stalking horse against the incumbent rightsholder. For both F1 and Sunday Night Baseball that rightsholder is ESPN/Disney, which terminated its current MLB contract early. MLS found out the hard way that providing Apple full exclusivity is like killing your brand simply because there aren't enough viewers on the streaming platform. And if you don't partner with ESPN, you're shooting yourself in the foot. Apple TV+ may provide more money, not enough against disappearing mindshare. Like it or not, ESPN is king.

 

[Biro]

I know it's to attract users to their TV service platform, but seems out of line of Apple's mission.

Apple has done quite well withe its Friday Night Baseball. It looks like MLB is increasingly a part of Apple TV’s core mission. I know less about Major League Soccer. Plus, they just bid $150 million for rights to Formula One racing. So, you tell me.

 

[jicon]

There's a swell of MLB fans who loathe AppleTV+ coverage, and generally either comes down to presentation, commentators abilities and/or neutrality, or paying an additional service after paying a tonne for a sports package elsewhere. Maybe that last one is a league problem to figure out? I think there's a way in the broadcast to at least switch audio to either team's radio calls, but people get very much attached to style/announcers, and change is tough.

 

[Biro]

There's a swell of MLB fans who loathe AppleTV+ coverage, and generally either comes down to presentation, commentators abilities and/or neutrality, or paying an additional service after paying a tonne for a sports package elsewhere. Maybe that last one is a league problem to figure out? I think there's a way in the broadcast to at least switch audio to either team's radio calls, but people get very much attached to style/announcers, and change is tough.

Change is tougher for tradition-bound stick-and-ball sports fans than almost anyone else. And you are right about MLB. They need a Come to Jesus talk - or perhaps have their antitrust exemption revoked. The Blackout Rule is the first thing that needs to go.

 

[Séamus Boyle]

There's a swell of MLB fans who loathe AppleTV+ coverage, and generally either comes down to presentation, commentators abilities and/or neutrality, or paying an additional service after paying a tonne for a sports package elsewhere. Maybe that last one is a league problem to figure out? I think there's a way in the broadcast to at least switch audio to either team's radio calls, but people get very much attached to style/announcers, and change is tough.

You can definitely use the team’s radio calls and it’s perfectly in sync. I was pleasantly surprised when I realized you could do that. I use it whenever the Mets are on Apple TV.

 

[sidewinder3000]

I know it's to attract users to their TV service platform, but seems out of line of Apple's mission.

How do you define their mission, such that TV isn't part of it?

To me, once they dropped the "Computer" part that came after Apple, their mission has evolved. ATV+ is, pound for pound, one of the best streamers out there, finishing #1 in a number of key metrics for several years in a row. Show quality is consistently high, and it integrates really nicely with Apple TV. I had hoped Apple would buy HBO when it went on the market a few years back, and while they aren't quite doing HBO level stuff, nobody is or ever has. HBO keeps it's gold medal, but Apple is making a strong case for silver.

 

[ZipZilla]

This is good news. MLB Network produces baseball for Apple and it looks great. You can also choose their announcers or audio from your local announcers. I hope Apple gets the contract.

 

[JapanApple]

all-Star game is any indication how American major league baseball is getting. Apple will help right its tracks. anything is better than the current style of that major league baseball. It’s terrible.

 

[gco212]

Like what's happening with the F1 USA broadcast rights, I suspect that each sport is using Apple as a stalking horse against the incumbent rightsholder. For both F1 and Sunday Night Baseball that rightsholder is ESPN/Disney, which terminated its current MLB contract early. MLS found out the hard way that providing Apple full exclusivity is like killing your brand simply because there aren't enough viewers on the streaming platform. And if you don't partner with ESPN, you're shooting yourself in the foot. Apple TV+ may provide more money, not enough against disappearing mindshare. Like it or not, ESPN is king.

Somehow, no one learned from the NHL signing with Comcast and the Outdoor Life Network (OLN, later Versus, now NBCSN) that the upfront cash isn't worth the longterm loss of exposure.

 

[lairdo]

I did not know that the radio broadcast can be used instead. I will have to try that out.

I groan when the team I want to watch is on AppleTV. Just cannot stand the package. Roku is doing a better job by using part of the local crew in their mix. That's not to say I am a huge fan of the current ESPN broadcasters either. I preferred A-Rod and other folks from a few years ago.

I grew up with Vin Scully so it's probably safe to say that I think everyone is worse. (And there are people who feel that way about other greats such as Jack Buck etc.)

(I do laugh when I see the on the field reporter wearing AirPod Maxes and having to use the audio cable.)


I think Apple sees any sports they can get as part of their expansion. The real prize is the NFL as that has the biggest audience. Apple probably has that in its 10+ year plans or whenever the rights come up again. Sunday Night Baseball will help ready them for that.

 

[UltimaKilo]

This could be a win for Apple, but it wouldn't be enough. NHL rights are up in two years, that would be a big get if they could pry it from ESPN.

 

[mrsmith1]

Hopefully they’ll think of bidding for one of the Premier league TV spots in the UK run by TNT. The Saturday morning spot would be good.

 

[laptech]

People will know just how exactly Apple is serious about sports on TV if they ever get to bid on the TV rights for the UK's Premier League football (soccer) because it goes global. It is one of the only sports that is beamed into nearly every country in the world.

Apple appears to be only focusing on sports that dominate the US market, MLB, NHL and MLS. They have bid for rights to F1, but how soon will we see them bidding on Golf, Tennis, the Olympics, the World Cup.

Indy and Nascar is big in the US isn't it? Does Apple have them in their TV arsenal?

 

[Biro]

People will know just how exactly Apple is serious about sports on TV if they ever get to bid on the TV rights for the UK's Premier League football (soccer) because it goes global. It is one of the only sports that is beamed into nearly every country in the world.

Apple appears to be only focusing on sports that dominate the US market, MLB, NHL and MLS. They have bid for rights to F1, but how soon will we see them bidding on Golf, Tennis, the Olympics, the World Cup.

Indy and Nascar is big in the US isn't it? Does Apple have them in their TV arsenal?

Fox has IndyCar and shares Nascar with Amazon.

 

[BuddyRich]

There's a swell of MLB fans who loathe AppleTV+ coverage, and generally either comes down to presentation, commentators abilities and/or neutrality, or paying an additional service after paying a tonne for a sports package elsewhere. Maybe that last one is a league problem to figure out? I think there's a way in the broadcast to at least switch audio to either team's radio calls, but people get very much attached to style/announcers, and change is tough.

But their visual presentation is top notch... MLBAM (mlb.tv) is no slouch when it comes to streaming, but the bitrate and resolution of the ATV+ broadcast is top notch. I also enjoy no commercials between innings with just the ballpark sounds and the half-inning where they also do just the ballpark sounds.