Apple to expand live advertising amid streaming deal with MLS

Apple Inc. is planning to boost revenue from advertising during live matches as part of the deal with Major League Soccer (MLS) to broadcast matches on its streaming service Apple TV next year, as reported Friday by Bloomberg News, citing sources.

According to the news agency, the American manufacturer is discussing the expansion of its advertising network with advertising partners and MLS sponsors. The negotiations are aimed at bringing more ads during soccer matches and related shows. The expansion is scheduled for February 2023.

Earlier this year, the tech giant announced a deal with MLS. Under the agreement, the company secured exclusive rights to stream MLS matches on Apple TV for the next decade. The contract is reportedly worth about $2.5 billion.