Apple is building a live TV ad network in preparation for streaming Major League Soccer games, reports Bloomberg. Apple agreed to expand its advertising as part of its deal with MLS.

Collaboration with Apple in MLS June 2022
In June, Apple announced a 10-year partnership with Major League Soccer, which will see all the games broadcast through the AppleTV app starting in 2023. Apple is now talking with advertising partners and MLS sponsors about ads that will air during soccer games and related programs.

All three streaming tiers will have ads, including the dedicated package, paid TV+ subscriptions, and the free TV app.

Bloomberg says the live TV ads are part of Apple’s aggressive push into advertising. Apple new listings recently added towards app store Today tab and individual app pages, a move that has been unpopular with developers due to some of the types of ads that Apple has chosen to show.

Apple is also working on a plan to add search ads towards apple maps application in iPhone Starting next year, these ads will appear alongside users’ searches for things like “gasoline” or “coffee.” Bloomberg says Apple is also exploring ads for other apps and services.

Apple’s advertising business brings in about $4 billion annually at the current time, but the company aims to boost that to at least $10 billion per year.

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