Apple TV+ Positioned to Expand MLB Coverage, Outbidding NBC for Exclusive Rights

Apple TV+ is reportedly leading the race to acquire a significant package of Major League Baseball (MLB) media rights currently held by ESPN, according to multiple sources cited by Sports Business Journal. This potential acquisition could mark another pivotal step for Apple in streaming live sports content, intensifying competition with both traditional broadcasters and digital platforms.

Background: MLB’s Media Rights Landscape in Transition

MLB's national media rights are currently divided among major networks including ESPN, Fox Sports, and TNT Sports. The existing contract with ESPN reportedly features Sunday Night Baseball and other exclusive game slots. As MLB negotiates new deals, it faces a core industry challenge—balancing financial returns from digital-first entrants against the broader reach of legacy broadcasters.

Recent reports indicate that NBC submitted a bid for the entirety of ESPN’s MLB package. However, Apple’s offer has reportedly surpassed NBC's, with particular emphasis on Sunday night games, a prime viewing slot that traditionally draws significant audiences.

Apple’s Expanding Sports Portfolio

Apple TV+ already has an established partnership with MLB, paying a reported $85 million annually for "Friday Night Baseball" through 2028. That arrangement allows Apple TV+ subscribers in the U.S. to stream Friday games at no additional cost, embedded within the $9.99/month or $99/year service, and bundled into all Apple One plans. The potential acquisition of Sunday night or other weekly games would expand Apple’s professional sports inventory, creating a larger footprint within the live sports streaming sector.

The rumored new agreement is structured as a three-year deal. This timeline aligns MLB's national rights to become available for bundling or renegotiation when other contracts with Fox Sports and TNT Sports expire in 2028. Such alignment could enable MLB to evaluate future media partnerships holistically, potentially increasing the league's leverage in future negotiations.

Shifting Media Strategy: Digital Bids vs. Traditional Reach

Sources cited in Sports Business Journal highlight the league’s dilemma: digital platforms like Apple TV+ are willing to invest substantial sums for exclusive online rights, while broadcasters such as NBC continue to offer wider distribution but reportedly lower financial terms. This trend mirrors broader shifts in sports media, where streaming platforms prioritize exclusive content to drive paid subscriptions, even as their reach lags behind major broadcast TV networks.

Apple's existing "Friday Night Baseball" broadcasts have exemplified this strategy, making premium sports content a value-add for its streaming base. The pursuit of additional MLB rights, especially Sunday night games, suggests Apple may be seeking to further differentiate its service within a competitive streaming landscape.

Industry Context: Sports and Streaming Platform Strategies

Apple’s foray into live sports streams reflects a wider industry movement. Competing platforms, including Amazon Prime Video and Peacock, have secured exclusive rights for NFL, Premier League, and other major sporting events. Apple’s reported willingness to outbid legacy broadcasters for live MLB games could indicate a growing commitment to premium sports as a driver of platform engagement and retention.

If MLB finalizes the deal with Apple, the league may gain higher short-term revenue from streaming, while potentially trading off broader exposure available via broadcast. For subscribers, inclusion of high-profile games within Apple TV+ without an additional fee maintains the existing consumer value proposition. For developers and partners within Apple’s ecosystem, such exclusive content may stimulate new opportunities around app engagement, interactive features, or integrations tied to live events.

Looking Ahead: Implications for Fans and the Market

Should Apple secure expanded MLB rights, U.S. Apple TV+ subscribers could access additional live games, possibly Sunday night matchups, inside the standard subscription at no extra charge. This would enhance Apple’s appeal to sports fans and continue the trend of digital platforms offering national-level games without requiring cable subscriptions.

For the broader market, this development could accelerate the shift of premium sports content from cable to streaming. Potential viewer implications include the need for reliable high-speed internet access, compatible devices, and adjustments to viewing routines as longstanding game broadcasts transition away from traditional networks.

From MLB’s perspective, consolidating more national rights with digital partners like Apple may be intended as a strategic move before the next round of negotiations in 2028. This could reshape how leagues bundle and price media rights, affecting the structure of future deals.

Conclusion

While the negotiations are ongoing, Apple’s reported bid for expanded MLB coverage signals continued investment in live sports by streaming platforms. The outcome of these talks could influence how national sports rights are distributed—and consumed—over the next several years. Apple enthusiasts and industry observers will be closely watching as MLB and Apple pursue a potential deal that could redefine the streaming sports experience.