Apple TV looking into streaming rights for Open Championship, as push into sports continues

• Apple TV is hoping to build on its momentum in streaming services through the expansion of its sports options
• The company is reportedly in talks to acquire the US streaming rights for the Open Championship, as per The Guardian
• Previously, Apple signed streaming rights deals with Formula One and Major League Soccer, with mixed outcome

Apple TV, the juggernaut behind some of the most successful TV series in recent years, is taking a leaf from HBO Max’s book by venturing further afield into sports and trying to secure broadcasting - or, in this case, streaming - rights for the Open Championship.

Apple TV is reportedly looking to bid for the Open Championship

As the US deal with NBC is set to expire in a few years, this means that broadcasting rights will once again be up for grabs, with The Guardian reporting that Apple has entered into preliminary discussions with R&A in a bid to secure them.

Previously, NBC defeated ESPN and secured the rights, with the new tender set to see Apple also join in the race, the media reported. In the meantime, Apple is venturing into sports on a tentative footing.

The company is looking to catch up to both HBO Max’s consistent streaming of sports events and also try to bridge the gap with Netflix, which has relied on less consistent coverage per se and has built hype around record events, such as Tyson vs Paul and Canelo vs Crawford.

Apple has already dabbled in sports rights, with competition between streaming platforms heating up

Apple already has a $2.5bn deal with Major League Soccer in the United States, anticipating surging interest, but that deal had to be terminated earlier due to low interest. However, the MLS setback has not dissuaded Apple from pursuing growth in the vertical.

Apple is actively exploring this avenue, with the Open Championship constituting just one of many possible ventures. The company also snatched a five-year deal with Formula One for the United States, valued at $750m.

Apple has clearly thrown its hat in the sports rights rink, but it is hardly the only game in town either. The Open Championship may also be courted by Apple’s rivals, with Amazon and Netflix also potentially looking to secure the rights, as suggested by R&A.

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