Apple Decides Not to Bid for Premier League Broadcasting Rights
Eddy Cue, the head of Apple’s services division, has effectively shot down rumors that the company will attempt to acquire the broadcasting rights to the English Premier League for its upcoming Apple TV+ service.
Apple’s Previous Interest in Premier League Rights
Since 2012, it has been rumored that Apple has been interested in acquiring the rights to broadcast matches from the Premier League. Bloomberg reported earlier this year that Apple was mulling over whether or not to make a bid for the rights to stream matches from the English Football League’s Premier League and other lower league competitions for its upcoming streaming service, Apple TV+.
Apple’s Decision-Making Process
Eddy Cue has now effectively disregarded Apple’s previous plan to place a proposal due to the fact that the company would only be able to gain worldwide rights. The business wanted a deal comparable to the one that granted them the rights to broadcast Major League Soccer (MLS) games worldwide for 10 years. Cue provided the following explanation to The Daily Mail regarding Apple’s decision-making:
Emphasis on Global Rights
Because something is significant but not as important as something else, I don’t like the word “exclusivity.” We place a strong emphasis on global rights. Because we are a worldwide firm with customers in every country and a substantial number of customers, I don’t find it thrilling to have something that you can have but I can’t have.
Engineering Resources and Cutting-Edge Features
Second, we are devoting many engineering resources to developing the product. As we move forward, we plan to do some extremely cutting-edge things with the product. We have done several very tough things in other situations, such as multi-viewing of games and MLS 360, which provides live look-ins from every match. We have accomplished both of these things. And this is of no consequence.
Competition and Packaging Rules
Sky Sports, BT Sport, and Amazon Prime Video have all been involved in fierce competition for the broadcasting rights to the Premier League over the past few years. However, during the past few years, Amazon has become much more aggressive in the use of its negotiating leverage. Due to the packaging rules, it is impossible for a single broadcaster to obtain rights to all English Premier League matches.
Apple’s Future Plans
Apple hopes to increase the number of people using its Apple TV+ streaming service by acquiring sports content. The company has agreements with Major League Baseball and Major League Soccer, both of which are presently accessible on Apple TV+ by means of a Major League Soccer Season Pass. Apple also wants to purchase a National Basketball Association (NBA) streaming package.
Conclusion
While Apple has decided not to bid for the Premier League broadcasting rights due to concerns over global rights and competition, the company remains focused on expanding its sports content offerings on Apple TV+.
