Apple reportedly building advertising network for live television

Apple is reportedly building an advertising network for live television, according to Bloomberg’s Mark Gurman, who claims that the iPhone maker is holding discussions with advertising partners and MLS sponsors as part of its deal to stream Major League Soccer games next year.

In a report shared on Friday, Gurman says Apple is holding meetings with advertising partners about airing advertisements during soccer games and related shows, citing people with knowledge of the plan.

The new advertising network for live television is tied to Apple’s 10-year deal to air MLS games in a new subscription service, as well as on Apple TV+, says Gurman, noting that the iPhone maker will stream a portion of games for free to users of the Apple TV app.

“Apple is planning to run advertising in all three tiers of the partnership: the dedicated package, paid TV+ subscriptions and the free TV app. The move represents an expansion of the company’s early live TV advertising, which is included in Major League Baseball games that already air on TV+”, says Gurman.

Apple and Major League Soccer announced earlier this year that the Apple TV app will be the exclusive destination to watch every single live MLS match beginning in 2023. From early 2023 through 2032, sports fans will be able to watch every live MLS match by subscribing to a new MLS streaming service, available exclusively through the Apple TV app.