Apple Strikes Major Sports Content Deal with EverPass Media: F1, MLS, and MLB Coming to Commercial Venues Nationwide

In a move that’s set to reshape the sports viewing landscape across America’s commercial venues, Apple has announced a landmark distribution agreement with EverPass Media that will bring premium Apple TV sports content to restaurants, hotels, casinos, sports bars, and other businesses nationwide.

The partnership, revealed this week, marks a significant expansion of Apple’s sports streaming ambitions beyond the traditional home viewing experience. EverPass Media, a company specializing in bundling premium sports content for commercial establishments, will now integrate Apple TV’s exclusive sports programming into its core package at no additional cost to subscribers.

A Game-Changing Partnership for Sports Venues

For business owners who have long struggled with complicated sports licensing agreements and multiple streaming subscriptions, this deal represents a watershed moment. The EverPass Core content package already includes powerhouse offerings like Paramount+’s UEFA Champions League coverage, Prime Video’s Thursday Night Football, NBA and WNBA games, and now Apple TV’s coveted sports portfolio joins the lineup.

This means that a single subscription through EverPass will provide access to an unprecedented array of live sports content, eliminating the need for venues to juggle multiple services or risk missing out on major sporting events that draw customers through their doors.

What’s Included in the Apple TV Sports Package?

The agreement encompasses Apple’s entire sports content ecosystem, with particular emphasis on their exclusive partnerships that have made waves in the sports world:

Formula 1 Racing: EverPass customers will gain access to all-access coverage of every F1 Grand Prix throughout the season. This includes not just the main race events, but also practice sessions, qualifying rounds, and the increasingly popular Sprint sessions that have added excitement to the F1 calendar. For sports bars and venues that have seen F1’s popularity explode in recent years, this represents a massive draw for customers.

Major League Soccer (MLS): The deal covers enhanced feature matches every weekend during the regular MLS season, plus all the marquee events that soccer fans crave. This includes the MLS All-Star Game, Leagues Cup, MLS Cup, and comprehensive pre-and post-match programming. With soccer’s growing popularity in the United States and Apple’s exclusive streaming rights to MLS matches, this content is particularly valuable for venues targeting diverse customer demographics.

Major League Baseball: Friday Night Baseball is included in the package, featuring two MLB games per week during the baseball season. While Apple’s MLB deal has been somewhat limited compared to their other sports offerings, Friday night games remain a reliable draw for sports venues looking to attract after-work crowds.

The Commercial Impact: Why This Matters for Businesses

The timing of this partnership couldn’t be better for the hospitality and entertainment industries, which have been working to recover from pandemic-related disruptions and adapt to changing consumer viewing habits. Sports content has proven to be one of the most reliable drivers of foot traffic for venues, with major sporting events often translating directly to increased food and beverage sales.

By simplifying access to premium sports content through a single provider, Apple and EverPass are removing significant barriers that have prevented some smaller venues from offering comprehensive sports coverage. The cost-effectiveness of the EverPass Core package, now enhanced with Apple TV sports, makes it feasible for neighborhood sports bars and smaller establishments to compete with larger venues in terms of content offerings.

Competition and Market Positioning

The deal positions EverPass as a formidable player in the commercial sports streaming market, creating a one-stop solution that rivals traditional cable packages. The company’s ability to bundle content from multiple major providers—including NFL Sunday Ticket, Peacock Sports Pass, Prime Video sports content, Paramount+, and now Apple TV—creates a compelling value proposition for business owners.

For Apple, this partnership represents a strategic expansion of their sports content distribution beyond individual consumers to the lucrative commercial venue market. It’s a recognition that sports viewing is increasingly becoming a social, out-of-home experience, particularly for major events and championship games.

Industry Implications and Future Outlook

This agreement could signal the beginning of a broader trend in sports content distribution, with streaming services recognizing the value of commercial partnerships. As more consumers cut the cord on traditional cable, venues need reliable, legal ways to access live sports content, and streaming companies are finding innovative ways to meet that demand.

The success of this partnership could encourage other streaming services to pursue similar commercial distribution deals, potentially leading to a more fragmented but also more flexible ecosystem for sports venues. It may also accelerate the trend of sports leagues and broadcasters prioritizing streaming platforms over traditional cable networks.

For consumers, this means better sports viewing options at their favorite local establishments, with venues able to offer more comprehensive coverage without dramatically increasing costs. For Apple, it’s another step in their ambitious push to become a major player in the sports media landscape, building on their exclusive deals with MLS and their growing presence in F1 coverage.

As the sports streaming wars continue to heat up, partnerships like this one between Apple and EverPass Media demonstrate how the industry is evolving to meet the changing needs of both businesses and consumers in an increasingly digital world.

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