Football fans across the UK face a significant price increase for watching Major League Soccer after Apple announced substantial changes to its MLS Season Pass subscription service. The streaming package, which has revolutionised how fans access North American football, will see prices rise by approximately 20% for the upcoming 2026 season.
Substantial Price Increase Confirmed
Starting with the 2026 MLS season, the annual subscription cost for MLS Season Pass will jump from £79 to £99. Monthly subscriptions will also increase from £14.99 to £19.99. This represents one of the most significant price adjustments since Apple launched the service in 2023 as part of its landmark 10-year, $2.5 billion partnership with Major League Soccer.
The timing coincides with Apple's expansion of its football coverage, including the addition of Leagues Cup matches and enhanced pre-match and post-match analysis. Current subscribers received notifications about the changes this week, giving them several months to prepare for the higher costs when their subscriptions automatically renew.
Content Expansion Justifies Price Rise
Apple and MLS officials have defended the price increase by pointing to the expanded content offering and improved production quality. The service now includes over 900 live matches annually, covering every regular-season game, the MLS Cup Playoffs, and additional tournaments like the Leagues Cup featuring teams from Mexico's Liga MX.
Since its launch, MLS Season Pass has been praised for its technological innovations, including the ability to watch multiple matches simultaneously through Apple's multiview feature. The service also offers comprehensive match replays, highlights, and original programming that provides behind-the-scenes access to clubs and players.
Impact on UK Football Streaming Market
The price adjustment places Apple's offering at the premium end of football streaming services in the UK market. While still providing access to every match without blackout restrictions—a common frustration with traditional football broadcasting—the new pricing tests the loyalty of casual fans who may reconsider the value proposition.
Industry analysts suggest this move reflects growing confidence in the product's market position and the increasing global popularity of MLS, particularly after high-profile signings like Lionel Messi's transfer to Inter Miami. The league has seen substantial growth in international viewership, with the UK representing one of its largest overseas markets.
Current subscribers will maintain their existing pricing until their next renewal date after the 2025 season concludes. New subscribers signing up before the 2026 season will pay the increased rates immediately. Apple continues to offer the service as part of its Apple One Premier bundle, which may provide better value for consumers already invested in the Apple ecosystem.
