
<p>Apple Senior Vice President Eddy Cue wants <a href="https://worldsoccertalk.com/mls-tv-schedule/">Major League Soccer</a> (MLS) to eventually become the best soccer league in the world. The executive at the mammoth tech company cited the sheer economic power of the United States. He made the claims at the recent Soccerex Miami event.</p>



<p>“When I think of America, it’s the biggest country in the world, the most [powerful] economic country in the world,” stated Cue. “So, when I looked at soccer, people think it’s crazy, but why wouldn’t we have the best soccer league in the world? Why wouldn’t the best players want to play here?” </p>



<p>“When I looked at the 10 years, yeah, in my mind, we got into this because we thought that together, we could build the best soccer league in the world. That’s the goal. That’s the objective. You know, we’re trying to be the best. Otherwise, why do it?”</p>



<h2>Apple executive expects MLS to challenge as the best league with the help of Messi</h2>



<p>Cue went on to acknowledge the leagues currently atop the global charts as the biggest soccer divisions. However, he also emphasized the impact that Lionel Messi has had on MLS so far. The Argentine superstar arrived at <a href="https://worldsoccertalk.com/teams/inter-miami-tv-schedule/">Inter Miami</a> earlier this summer with much fanfare. Ticket prices and jersey sales initially soared as many caught Messi mania.</p>



<p>Although Miami failed to reach the playoffs this season, the Apple exec is expecting Messi’s effect on soccer here Stateside to continue well into the future. The World Cup winner currently has two more years under contract with the MLS side.</p>



<p>“Obviously, right now there’s <a href="https://worldsoccertalk.com/premier-league-tv-schedule/">Premier League</a>, <a href="https://worldsoccertalk.com/la-liga-tv-schedule/">La Liga</a>, and <a href="https://worldsoccertalk.com/serie-a-tv-schedule/">Serie A</a> and all that standpoint around, all these different leagues,” continued Cue. “But you’re starting to see this – Messi wanting to come play here says a whole lot. There’s a lot of players that are going to want to come play here and be part of this growth, of this opportunity.” </p>



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<p>“And so, when I go out and look at the 10 years, the way we’re going to measure it is, are we going to be one of the best leagues in the world? That’s success. That’s what we need to be striving for.”</p>



<h2>Recent studies claimed that MLS did not crack the top 25 leagues</h2>



<p>Despite Cue’s comments, MLS has a long way to go to challenge the likes of the Premier League and LaLiga. A <a href="https://worldsoccertalk.com/news/study-mls-ranked-29th-most-competitive-soccer-league-in-world-20230125-WST-416694.html">study</a> released earlier in the year ranked MLS as the 29th most competitive soccer league in the world. The analysis was done by sports intelligence agency Twenty-First Group.</p>



<p>While the study was conducted before Messi’s arrival, another review of soccer leagues was released in August. This was, of course, just one month after the Argentine’s arrival to the States. Opta compiled the new list of top soccer leagues in the world and MLS found themselves in a familiar position. The United States-based company claimed that MLS was once again the 29th-best league.</p>



<p>Apple previously agreed a 10-year deal with MLS to become their streaming partner ahead of the 2023 season. There is still plenty of time for the league to grow before the aforementioned deal expires. However, the tech company will be hoping that the league can attract more talent in the upcoming offseason.</p>



<figure class="wp-block-image size-large"><figure class="image"><img loading="lazy" width="1200" height="675" src="https://ds-images.bolavip.com/news/image?src=https://images.worldsoccertalk.com/webp/full/WST_20231117_WST_470985_MLS-Cup-trophy-1200x675.webp&amp;width=1200&amp;height=675" alt="MLS Cup trophy" class="wp-image-471070" srcset="https://worldsoccertalk.cms.futbolsitesnetwork.com/wp-content/uploads/sites/6/2023/11/MLS-Cup-trophy-1200x675.jpg 1200w, https://worldsoccertalk.cms.futbolsitesnetwork.com/wp-content/uploads/sites/6/2023/11/MLS-Cup-trophy-300x169.jpg 300w, https://worldsoccertalk.cms.futbolsitesnetwork.com/wp-content/uploads/sites/6/2023/11/MLS-Cup-trophy-768x432.jpg 768w, https://worldsoccertalk.cms.futbolsitesnetwork.com/wp-content/uploads/sites/6/2023/11/MLS-Cup-trophy.jpg 1280w" sizes="(max-width: 1200px) 100vw, 1200px"></figure></figure>



<h2>Apple needs to look in the mirror</h2>



<p>Part of the challenge for Major League Soccer to become “the best soccer league in the world” is self-induced by Apple. The giants of world football —&nbsp;Premier League, LaLiga, Bundesliga, Serie A, etcetera —&nbsp;generate their largest percentage of revenue from TV deals. With Major League Soccer receiving a minimum guarantee of $250 million per season from Apple for global rights, that’s a tiny drop in the bucket compared to other leagues. For instance, the Premier League receives a total of $4.3 billion per season from its worldwide rights deals.</p>



<p>If Apple is serious about its goal to make MLS the best soccer league in the world, it needs to start by paying MLS considerably more money.</p>



<p><em>PHOTOS: IMAGO</em>.</p>


Apple wants MLS to be the best soccer league in the world

One of Apple's top executives says he wants MLS to become the best soccer league in the world. Apple needs to take a look in the mirror.


<p>Apple signed its landmark $2.5 billion deal with Major League Soccer last year to mark the company’s splash into streaming sports. Apple isn’t content to just air MLS games. It wants to reshape how they’re presented and consumed. That desire to innovate, while welcome in many regards, needs to be balanced with respect for soccer’s traditions.</p>



<p>Leading Apple’s charge into sports is Eddy Cue, senior vice president of services. As a lifelong sports fan, Cue believes that sports broadcasting is stuck in the past. He says it needs modernization in the streaming era.&nbsp;Cue’s vision for the future involves starting from the fan experience and using technology to enhance broadcasts. This mindset already led to innovations within MLS. For instance, MLS scheduled almost all its games for Saturdays and Wednesdays at 7:30 p.m. local time.</p>



<p>However, Cue also acknowledges there are limits on how much Apple can innovate with soccer. </p>



<p>“We have to play by a lot of FIFA rules,” Cue <a href="https://www.gq.com/story/apple-sports-streaming-mls-eddy-cue" target="_blank" rel="noreferrer noopener">admitted</a>.&nbsp;He cannot make common sense changes like displaying game clocks to show exactly how much time remains after the 90 minutes. Cue feels he has to be&nbsp;“resigned” to accept such rules even if they don’t align with his vision for enhancing broadcasts.</p>



<h5>Balancing Innovation and Tradition</h5>



<p>This tension reveals the balance that within soccer – room for innovation exists. Yet, it cannot come at the cost of disrespecting the sport’s heritage and traditions.&nbsp;Apple, as well as other broadcasters, has plenty of options for improving the broadcast experience without contradicting FIFA rules. </p>



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<p>For example, the always-controversial VAR room presents an opportunity for broadcasters. Fans want to know what these referees are saying to one another as they discuss infractions. Not only does it provide a new experience to fans. It allows the rules within FIFA to play out unobstructed. The Premier League has dabbled in <a href="https://worldsoccertalk.com/news/now-available-hear-audio-of-premier-league-refs-on-var-calls-20230516-WST-433044.html">releasing these conversations</a> after games. At the 2023 Women’s World Cup, <a href="https://worldsoccertalk.com/news/womens-world-cup-refs-to-clarify-var-calls-to-crowds-20230630-WST-440615.html">referees explained decisions</a> rather than just signaling with hands. Apple can help MLS take it one step further.</p>



<p>Within the constraints of those traditions, Apple is still finding ways to improve the broadcasting experience. MLS reeled in Lionel Messi with a contract rewarding new MLS Season Pass subscriptions. This unprecedented move is already <a href="https://worldsoccertalk.com/tv/messi-helps-mls-season-pass-achieve-viewership-record-20230727-WST-445834.html">paying dividends for the broadcaster</a>.</p>



<p>“There’s no question that we looked a lot smarter the day that Messi decided to come to MLS,” Cue said, acknowledging Messi’s value.</p>



<p>Apple uses features like “Close Game” alerts. These notify viewers of down-to-the-wire finishes. Therefore, Apple can innovate while working within soccer’s established framework.</p>



<h5>Treading Carefully</h5>



<p>But soccer fans are protective of their game’s traditions. In addition to the game clocks, Cue suggested slight changes to player equipment. He wants to put microphones and headphones on a player during warm-ups to chat with them. Despite Cue’s good intentions, these changes can draw backlash. </p>



<figure class="wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter"><div class="wp-block-embed__wrapper">
<div class="ck-twitter"><blockquote class="twitter-tweet" data-width="500" data-dnt="true"><p lang="en" dir="ltr">In Apple exec Eddy Cue&apos;s interview with GQ, he shares his frustration that Apple has been unable to implement changes to MLS because of "crazy" FIFA rules<br><br>One example is he wants players to wear headphones during warmups so Apple can market players as "characters" &amp; "celebs" 🤣 <a href="https://t.co/OFPKh9lpUE">pic.twitter.com/OFPKh9lpUE</a></p>— World Soccer Talk (@worldsoccertalk) <a href="https://twitter.com/worldsoccertalk/status/1704946985575326035?ref_src=twsrc%5Etfw">September 21, 2023</a></blockquote></div><script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>
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<p>Time will tell if Apple can attract fans through broadcast improvements while maintaining soccer’s essence. If Apple accomplishes this, it may become a major player in sports media. Still, Apple must tread carefully and avoid changes that can undermine the traditions that make soccer the beautiful game.</p>



<p>With a balanced approach, Apple can bring needed innovation to modernize broadcasts without distorting the sport’s foundations. Soccer aficionados will welcome progress but oppose alterations that show disrespect.&nbsp;By embracing this nuanced perspective, Apple can rewrite the rules of sports broadcasting without rewriting the rules of the game itself. The potential to enhance access and viewing experiences exists if change is executed judiciously.</p>


Apple wants to play by its own rules in streaming soccer

Apple signed its landmark $2.5 billion deal with Major League Soccer last year to mark the company's splash into streaming sports.

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Apple wants MLS to be the best soccer league in the world

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Apple wants to play by its own rules in streaming soccer