Apple Targets The Open US Rights in Strategic Sports Push

Apple TV is positioning itself to enter the bidding war for the US broadcast rights to the Open Championship, as first reported by The Guardian. The streaming giant has engaged in preliminary discussions with the R&A regarding the tournament, as the current US media agreement expires in 2028.

The R&A is expected to launch a formal tender process at the beginning of next year. While the R&A indicated to The Guardian that it expects to hold discussions with its incumbent partners, NBC and the media company Versant (which operates the Golf Channel), the organization also noted it is monitoring the evolving broadcast landscape. The Guardian reports that the R&A expects interest from other streaming platforms, specifically Amazon and Netflix, creating a significant challenge for traditional broadcasters.

NBC has held the live rights to the Open since 2017, having outbid ESPN to secure a 12-year agreement. However, the entry of high-capital streaming services suggests that NBC's foothold on the property is under threat.

Apple's interest in the Open comes amid a period of trial and error in its sports broadcasting strategy. The Guardian reports that Apple's 10-year, $2.5 billion deal for Major League Soccer rights failed to gain traction, leading both parties to terminate the contract three years early due to disappointing viewership figures. Despite the MLS setback, Apple has continued to pursue high-profile rights, including a five-year, $750 million exclusive deal for Formula One rights in the US secured last year.

A source familiar with Apple's strategy told The Guardian that the company remains committed to investing in sports and is actively searching for the right properties to add to its portfolio, particularly within the US market.