Whether this week’s report is true or not that MLS Season Pass subscriptions are falling well below the league’s own projections is irrelevant. Apple countered, without revealing any metrics, that it was very happy with the progress. Honestly, though, it’s too early in the 10-year partnership to begin panicking. Still, there are some cracks that are starting to appear. In short, MLS Season Pass would improve if changes are made.

For instance, is MLS willing to make changes or to recognize its own weaknesses in the way the league format is structured? Apple, as a company, encourages the unvarnished truth from its customers, so the tech giant can continue to iterate its products and services. In contrast, in the way that MLS operates, the league has historically been very insular and guarded, rarely listening to the opinions of its customers. Instead, under a single entity system, league executives serve the team owners who each own a share in the league as a franchisee.

Bottom line, is the league willing to open itself up to finally listen and make improvements that can help it improve? Only time will tell.

MLS faces challenges of its own making

MLS faces some very unique challenges. First, its fanbase are more fickle and are less likely to be hardcore soccer fans. Yes, they have their favorite local team to watch, but they’re not as interested — as say a fan of a Premier League club — in watching the rest of the teams in the league. Hence, I would argue that fair weather fans of MLS teams are less likely to pay the $99 subscription cost than fans of teams from other leagues.

Second, most of the MLS fans who are already hardcore already receive a free subscription to MLS Season Pass with their season ticket purchased from their local team. That’s great for those fans who enjoy watching MLS Season Pass. However, they are not the target audience for Apple TV’s MLS Season Pass. MLS and Apple want to reach the casual fans. Those who have an interest in soccer, but haven’t subscribed yet. But with the regular season between April and the end of June having very little meaning, what incentive do soccer fans have in subscribing even if MLS Season Pass has been fun to watch? If you’re not a fan of one of the 29 teams, why should you watch in April, May and June?

There are reasons to be more optimistic in July. Leagues Cup, the annual competition between Liga MX and MLS, could be the pinnacle of the entire MLS 2023 season. All of the games from the Leagues Cup from July 21 through August 19 are on MLS Season Pass. This could end up being a runaway hit for Major League Soccer. But Leagues Cup faces stiff competition. Barcelona and Real Madrid are working on scheduling an El Clásico this summer in Las Vegas, per ESPN. Plus, among several of the foreign clubs playing in the United States this July include Manchester United, Arsenal, Chelsea, Borussia Dortmund and Wrexham AFC.

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How can MLS become more relevant?

MLS, as the league format is currently structured, does Apple TV no favors.

Looking at the English Premier League, as a comparison, there are two main reasons why its the most popular English-language soccer league in the United States. First, every game matters throughout the entire season. That means that all 10 months are a must-watch. Second, every season has the intrigue of promotion and relegation. In the United States, neutral fans are often glued to relegation battles, as well as the Championship Playoff Final. For soccer fans, the aspect of promotion and relegation is one of the main reasons why we love the sport so much. It’s no coincidence that the story arc in both hit shows Ted Lasso and Welcome to Wrexham is promotion and relegation.

In MLS, we can argue that the must-watch months during the nine month season are March and August through November. That translates to 55% of the entire season. Even if we add July to that equation for Leagues Cup, it’s still 66% of the entire season compared to the Premier League where 100% of the season is relevant.

The way for a MLS season to become more relevant (and thus more successful for MLS Season Pass) is to change the format. Instead of restricting itself to having the most important games of the season scheduled for the last three months of the season, the league could go with a proven model. Almost every other soccer league in the world has a format where the teams that achieve the most number of points in the season win the competition. With MLS having 29 teams and two conferences, there would be an Eastern Conference winner and a Western Conference winner. And then both teams could face each other to crown a MLS Cup champion.

If MLS makes every game matter, it offers fans more reasons to subscribe.

However, if MLS wants to stick to its American sports league format akin to NFL and MLB, there is a compromise. Copy the Liga MX league where there is a spring season as well as a fall season. At the end of each spring and fall season, there are playoffs. By splitting the season into two, it keeps fans tuned in without having a lull like MLS has between April and the end of June.

Ever since MLS Season Pass was first announced, we’ve been big believers that the streaming service is a big win for soccer fans and cord-cutters. Major League Soccer has the opportunity to make MLS Season Pass a success. But in order to do so, the league and its fans need to be honest with themselves and to recognize what it needs to do to grow. Apple TV has provided the tools, now it’s up to MLS to make the changes beginning next season.