MLS Partners with EA SPORTS and Apple TV to Bring Live Matches Into Mobile Gaming.

Roger Hampel

Photo Credit: MLS

EA SPORTS, in collaboration with Major League Soccer (MLS) and Apple TV, is introducing live match broadcasts within its mobile platform for the first time. Beginning May 10, EA SPORTS FC™ Mobile users will be able to stream four live MLS matches directly through the in-game FCM TV portal, powered by a simulcast of the MLS Season Pass.

This marks a significant milestone in sports gaming, media convergence, and fan engagement strategy, positioning EA SPORTS FC Mobile at the forefront of football’s digital entertainment evolution.

First Live Match: LA Galaxy vs. New York Red Bulls

The initiative kicks off with a high-profile fixture: a rematch of the MLS Cup 2024 final between LA Galaxy and New York Red Bulls, airing live on May 10 at 7:30 PM ET / 4:30 PM PT / 23:30 UTC. The match will be viewable within FC Mobile’s ecosystem, offering players both passive and active engagement.

Users can not only stream the match but also participate in parallel in-game activities via the Football Centre hub, including:

• Matchday-specific gameplay

• Showdown Player Exchanges

• Real-time content integration tied to ongoing MLS events

  
  

Expansion of EA SPORTS’ Media Strategy MLS EA SPORTS Apple

This is the first time EA SPORTS integrates full live match broadcasts into a gaming app — an evolution that blurs the lines between gaming, streaming, and sports consumption. It also adds another strategic layer to EA’s growing ecosystem around EA SPORTS FC, the franchise that succeeded FIFA in 2023.

Lawrence Koh, VP of EA SPORTS FC Mobile, highlighted the platform’s ambition:

“This reflects our investment in a fan-first future of football. Together with Apple TV and MLS, we’re merging play and viewership in ways never seen before.”

Future matches scheduled for broadcast include:

• May 17: Atlanta United FC vs. Philadelphia Union

• September: Two additional matchups (to be announced)

  
  

Players will receive in-game rewards (300 Gems per minute watched) as an incentive to stay engaged throughout the live broadcasts.

Strategic Value for MLS and Apple TV

From the MLS perspective, this move underscores the league’s push to expand global digital reach and engage younger, mobile-first fans.Camilo Durana, EVP at MLS, framed the collaboration as a “groundbreaking” expansion of how football is consumed:

“We’re reaching digitally native audiences around the world and building new relationships with fans.”

The partnership also enhances the value of Apple TV’s MLS Season Pass, which offers all MLS matches with no blackouts in over 100 countries — a media product built for the streaming generation.

Business Implications: The New Media-Gaming Convergence

This collaboration demonstrates key trends in the future of football business:

• Streaming and gaming convergence: Where mobile gaming platforms become media broadcasters

  
  

• Fan engagement economics: Monetizing user attention with in-game incentives

  
  

• Cross-platform synergy: Apple TV, EA SPORTS, and MLS aligning to serve content seamlessly across ecosystems

  
  

• Data and retention: Streaming within the app creates new opportunities for behavioral analytics and long-session time