The 2024 MLS Cup Playoffs are set to kick off with Major League Soccer announcing that it will eliminate the subscription paywall for the first round of matches streamed exclusively on Apple TV+. This decision comes on the heels of a regular season that featured legendary player Lionel Messi.
Eddy Cue, Apple’s Senior Vice President of Services, stated, “We’re offering Friday’s match to fans worldwide on MLS Season Pass at no cost to celebrate an amazing season and Messi making his first-ever appearance in the MLS Cup Playoffs.” He emphasized the significance of this moment and expressed excitement over the various viewing options available to fans.
In a unique initiative, Apple will provide a live stream on TikTok that will focus solely on Messi during the match between Inter Miami and Atlanta United FC, scheduled for Friday night at 8:30 p.m. ET. This stream will be available on the @MLS TikTok profile and will also be simulcast on the @InterMiamiCF profile, featuring a camera directed exclusively at Messi throughout the game.
The matchup between Inter Miami and Atlanta United FC will also be broadcast live at select Apple Store locations worldwide, including popular sites like Apple Fifth Avenue in New York City, Apple Union Square in San Francisco, and Apple The Grove in Los Angeles, with additional streams in countries such as Australia, Brazil, Canada, Japan, Korea, and Mexico.
Emeka Ofodile, Apple’s Global Head of Sports Marketing, shared his enthusiasm for the postseason, noting, “It’s been an incredible season with so many great contenders and storylines.” He highlighted Apple’s commitment to collaborating closely with the league to enhance the playoff experience for both casual viewers and dedicated fans.
Fans can enjoy every postseason match, including the MLS Cup final on December 7, through the MLS Season Pass available on the Apple TV app. This pass can be accessed on a range of devices including Apple products, smart TVs, streaming devices, set-top boxes, and game consoles, as well as via web browsers. Additionally, fans with Apple Vision Pro can watch the games alongside other apps in their physical environment with Spatial Audio capabilities.