Apple Targets The Open US Rights as Strategic Pivot in Sports Portfolio

Apple TV is positioning itself to enter the bidding war for the United States broadcast rights to the Open Championship, as first reported by The Guardian. The tech giant has engaged in preliminary discussions with the R&A regarding the tournament, which is currently broadcast in the U.S. by NBC and media company Versant via the Golf Channel.

The current rights agreement with NBC, which was secured in 2017 after outbidding ESPN for a 12-year term, is set to expire in 2028. The R&A has indicated that a formal tender process for the next media cycle will commence at the start of next year. While a spokesperson for the R&A highlighted the significant benefits delivered by the incumbent partnership with NBC and Versant, the organization confirmed it is monitoring the broader broadcast landscape and wider interest in its rights.

Apple is not the only streaming entity targeting the property; The Guardian reports that Amazon and Netflix are also expected to show interest, posing a direct challenge to traditional linear broadcasters.

This move comes as Apple recalibrates its sports broadcasting strategy. The company previously entered a 10-year, $2.5 billion agreement for Major League Soccer rights, but that contract was terminated three years early by mutual agreement due to disappointing viewership. However, Apple has remained committed to the sector, recently securing a five-year, $750 million deal for exclusive U.S. rights to Formula One.

A source familiar with Apple's strategy told The Guardian that the company remains dedicated to investing in sports rights and is actively seeking the right properties to add to its portfolio, particularly within the U.S. market.