Apple struck an interesting deal with Major League Soccer (MLS), purchasing exclusivity to all global media rights but permitting MLS to negotiate co-broadcasts with major networks for select matches. 

I think it is worth looking at the deal a little closer after what I wrote in The Tiger Woods Comeback Story vs. Streaming Bundles: “Disney and other legacy media sports rights holders need the home screens of Connected TVs to offer instant, one-click tune-in to sports events from more expensive rights deals like the NFL, La Liga matches or the NHL.

This deal could give MLS fans instant, one-click tune-in to matches on any and all Apple devices, but primarily on Apple TV devices (and for any Apple device owner who has the Apple TV app on their Home Screen and actually uses it). As an app, it will have distribution on other platforms but will not offer the same “instant, one-click tune-in” experience as linear TV's Electronic Programming Guide (EPG).

The deal seems like an optimal deal for sports media streaming consumers, a fantastic payday for MLS (5x its previous annual deal), a global distribution opportunity and a new milestone for Apple’s streaming ambitions.

But, the optics betray some important realities, and those are worth fleshing out more.