Highlights:
#Highlights:
– Groundbreaking Partnership: MLS and EA's collaboration to stream live matches on a mobile gaming platform is revolutionizing sports broadcasting by merging traditional streaming with interactive gaming, creating a cutting-edge viewing experience.
– Enhanced Fan Engagement: The inclusion of in-game rewards and integration with EA SPORTS FC Mobile's ecosystem not only deepens fan engagement but also exemplifies MLS's commitment to connecting with younger, tech-savvy audiences through innovative digital platforms.
– Significant Shift in Sports Consumption: This partnership signifies a major evolution in how professional soccer is consumed and monetized in North America, showcasing the potential for expanded fan engagement and new commercial opportunities within the digital sports market.
Summary
Major League Soccer (MLS) and Electronic Arts (EA) have announced a groundbreaking partnership to stream four select MLS regular-season matches live on the EA SPORTS FC Mobile gaming platform in 2025. This marks EA’s first foray into live sports broadcasting within a mobile gaming environment, allowing fans to watch matches such as the anticipated MLS Cup 2024 final rematch directly through the in-game FCM TV portal. The streamed matches will be simulcast with Apple TV’s MLS Season Pass, which holds the global exclusive rights to MLS broadcasts, blending traditional streaming with interactive gaming experiences.
The collaboration extends beyond live streaming to include in-game rewards like currency and free trials of the MLS Season Pass, designed to deepen fan engagement and integrate the viewing experience with EA SPORTS FC Mobile’s interactive ecosystem. This initiative reflects MLS’s broader strategy to innovate its broadcast model and connect with younger, tech-savvy audiences by leveraging popular digital platforms, amid growing league visibility fueled by star signings and the upcoming 2026 FIFA World Cup.
This partnership builds on the longstanding relationship between MLS and EA, which has integrated MLS clubs, players, and stadiums into EA’s global football franchises. By bringing live match broadcasts into the gaming space, the deal exemplifies evolving sports media consumption trends and positions both MLS and EA at the forefront of merging live sports with interactive entertainment. Industry and fan reactions have been largely positive, highlighting the potential for expanded fan engagement and new commercial opportunities across digital platforms.
Looking forward, MLS and EA plan to explore further collaborative ventures including enhanced social media campaigns and expanded in-game content, aiming to sustain and grow the league’s fanbase through innovative cross-platform experiences. As MLS continues to expand and evolve its broadcast partnerships, this deal signals a significant shift in how professional soccer is consumed and monetized in North America.
Background
Major League Soccer (MLS), celebrating its 30th season in 2025, is the top professional soccer league in the United States and Canada, featuring 30 clubs across the two countries. In recent years, the league has seen significant growth in sponsorship and attendance, partly fueled by the arrival of global superstar Lionel Messi in 2023 and the anticipation surrounding the 2026 FIFA World Cup, which the U.S. will co-host. Despite this growth, MLS still trails behind other major U.S. sports leagues in terms of overall popularity.
MLS has traditionally distributed its matches through various broadcasting agreements. A notable shift occurred in 2022 when the league announced a landmark 10-year deal with Apple Inc. to exclusively hold the global over-the-top streaming rights to all MLS and Leagues Cup matches starting in the 2023 season. This deal includes selected matches from MLS Next and MLS Next Pro, the league’s developmental tiers, and marked a transition toward a more centralized broadcast model similar to those used by the NFL and European soccer leagues. Previously, MLS games were shown through multiple broadcasters including ESPN, Fox Sports, and Univision, which had established national windows for their broadcasts since 2014.
The partnership between MLS and Apple includes the MLS Season Pass, an Apple TV app subscription service that streams all MLS matches and select games from affiliated leagues. This service is accessible on a variety of platforms including Apple devices, smart TVs, and game consoles. MLS Season Pass serves as the primary platform for watching live MLS content, further strengthening MLS’s digital presence.
Simultaneously, EA Sports, the developer behind popular soccer video games previously branded under FIFA, has been a significant gateway for soccer fans, serving as an entry point to the sport for certain demographics. This is particularly relevant as MLS seeks to expand its reach among younger audiences and global fans. In a groundbreaking move, MLS partnered with Electronic Arts to stream four select MLS regular-season matches live on the EA Sports FC Mobile platform in 2025. This collaboration marks the first time EA Sports FC Mobile will offer live sports broadcasts in-game, enabling players to watch matches such as the MLS Cup 2024 final rematch between LA Galaxy and New York Red Bulls directly through the mobile gaming experience. This initiative highlights the evolving landscape of sports media consumption and the integration of live sports content within interactive gaming environments.
Partnership Announcement
Major League Soccer (MLS) announced a renewed partnership with EA SPORTS, which will continue to deepen the integration of MLS clubs, players, and stadiums within EA’s popular FIFA gaming franchise. This collaboration allows fans to engage more authentically by playing with their favorite MLS teams in the game, enhancing the overall soccer experience offered to a rapidly evolving fan base in North America.
As part of the expanded deal, EA SPORTS will serve as an Official Partner of the eMLS League Series 1 and 2, as well as the eMLS Cup, Major League Soccer’s competitive esports league. This partnership aims to deliver innovative and expansive soccer experiences, fostering regular and consistent engagement between fans and their favorite MLS clubs through additional in-game content.
The initial phase of the partnership includes streaming four MLS matches on EA’s mobile gaming platform, marking a new venture to bring MLS fans closer to the action beyond traditional broadcasts. MLS and EA intend to explore further opportunities based on the success of this initial rollout. Both parties emphasized their commitment to continuing joint brand activations, enhancing the fan experience within the digital soccer ecosystem.
Rachel Hoagland, MLS’ senior vice president of consumer products, highlighted the significance of this partnership during a period of incredible growth and innovation for the league, stating that the collaboration with EA is pivotal in engaging the next generation of fans and passionate supporters. David Jackson, VP of Brand for EA SPORTS FIFA, echoed this sentiment, emphasizing the opportunity to curate soccer experiences that reflect the league’s dynamic and expanding audience.
Agreement Details
In a landmark collaboration, Major League Soccer (MLS) and Electronic Arts (EA) announced an agreement to stream four select matches of the 2025 MLS regular season live within the EA SPORTS FC™ Mobile game through the in-game FCM TV portal. This initiative marks EA’s first venture into live sports streaming, offering fans an innovative way to engage with MLS content via a popular mobile gaming platform.
The streamed matches will be simulcast with Apple TV’s MLS Season Pass, which holds the global exclusive media rights to MLS games. EA SPORTS FC Mobile players tuning into these broadcasts will receive rewards including in-game currency and a free one-month trial of MLS Season Pass, encouraging deeper fan engagement and expanding access to MLS content through interactive experiences. The final two matches of this streaming initiative are scheduled for September 2025, with details to be announced later.
This partnership represents a deepening of the longstanding relationship between EA and MLS, which aims to deliver authentic and immersive soccer experiences by integrating MLS clubs, players, and stadiums into EA Sports’ global football franchises such as FIFA 23 and beyond. The collaboration also aligns with MLS’s broader strategy to innovate and enhance the fan experience across multiple platforms, engaging younger and diverse audiences in North America and beyond.
By combining live sports broadcasting with interactive gaming elements, the deal exemplifies MLS’s commitment to pushing boundaries and embracing new media formats to reach fans worldwide. EA’s partnership with MLS and Apple TV is positioned as an initial phase of broader exploration into integrating live sports content within gaming environments, signaling potential future expansions in this domain.
Technical Implementation
The streaming of four select Major League Soccer (MLS) matches on the EA SPORTS FC Mobile platform is enabled through a live simulcast of MLS Season Pass broadcasts, which are exclusively held by Apple TV. This integration allows EA FC Mobile players to watch the matches directly within the game via an in-game portal known as FCM TV, marking EA’s first venture into live sports streaming within a gaming environment.
The technical setup involves synchronizing the live feed of MLS Season Pass on Apple TV with EA SPORTS FC Mobile’s interface, ensuring real-time broadcast delivery to mobile users. This seamless simulcast leverages existing MLS Season Pass media rights and infrastructure, thereby providing high-quality live video content without requiring EA to develop a separate streaming platform.
Players accessing the live streams through FCM TV are also rewarded with in-game currency and receive a free one-month trial subscription to MLS Season Pass, which can be redeemed directly within the mobile app. This mechanism is designed to both incentivize engagement with the live content and integrate the streaming experience into the broader EA SPORTS FC Mobile ecosystem.
The collaboration required close coordination between EA, MLS, and Apple TV to maintain broadcast quality and synchronization across platforms. By embedding live sports broadcasts within a mobile gaming application, this implementation represents a convergence of interactive entertainment and live sports media, aimed at deepening fan engagement through innovative technology.
Impact and Significance
The partnership between Major League Soccer (MLS) and EA SPORTS to stream four live matches on the EA SPORTS FC Mobile platform marks a significant milestone in the league’s broadcast and fan engagement strategy. This collaboration represents EA’s first venture into live sports streaming, aligning with the broader trend of live sports attracting the largest audiences across diverse media platforms. By integrating live MLS content into a popular gaming ecosystem, the league aims to engage one of the youngest and most diverse fan bases in North American sports in innovative and immersive ways.
The deal extends beyond simple broadcast rights by incorporating social media campaigns, co-marketing initiatives, and in-game rewards for viewers, such as in-game currency and free trials of the MLS Season Pass on Apple TV. These interactive features are designed to deepen fan involvement and create a seamless connection between the gaming and viewing experiences, fostering a new generation of MLS supporters. The availability of MLS matches on a mobile gaming platform broadens accessibility, potentially expanding the league’s international television partnerships and audience reach.
From a commercial perspective, this partnership comes at a time when MLS is experiencing growth driven by increased investment in youth development, high-profile international signings like Lionel Messi, and expanding broadcast exposure. The collaboration with EA SPORTS aligns with MLS’s goal to evolve its broadcast partnerships to sustain long-term revenue growth and visibility. Additionally, for EA, integrating MLS content into its global football franchise offers a fresh opportunity to revitalize its soccer games’ performance and engage fans amid a challenging financial quarter.
Industry and Community Reception
The partnership between Major League Soccer (MLS) and Electronic Arts (EA) to stream four MLS matches on the EA SPORTS FC Mobile platform has been met with positive responses from both industry insiders and the soccer community. MLS officials highlighted the significance of this collaboration in engaging the next generation of fans and deepening connections with passionate supporters. Rachel Hoagland, MLS’ senior vice president of consumer products, emphasized that this move aligns with the league’s ongoing growth and innovation focused on enhancing the fan experience.
From an industry perspective, this integration marks a pioneering step for EA SPORTS, as it is the first time the company has incorporated live match broadcasts directly into its mobile gaming ecosystem. This milestone is expected to significantly increase regular engagement by bringing fans closer to their favorite clubs and players within the gaming environment. The arrangement also leverages MLS Season Pass on Apple TV for the live simulcast, reflecting a broader strategy of multi-platform content delivery to expand MLS’s visibility.
The reception among the soccer community has been enthusiastic, particularly as MLS continues to experience a surge in popularity following the arrival of global stars like Lionel Messi and expanding sponsorships and attendance figures. Fans have welcomed the opportunity to watch live matches seamlessly within a game that already features a large, diverse international player base, including users from markets such as Singapore, Canada, India, and Argentina. This initiative resonates well with younger and tech-savvy audiences, further solidifying MLS’s position as one of the most dynamic and fast-growing sports leagues in North America.
Future Developments and Prospects
The partnership between MLS and EA Sports is poised to drive significant innovation in how fans engage with soccer content, particularly targeting the league’s young and diverse audience. By integrating live streaming of MLS matches into EA SPORTS FC Mobile, the collaboration aims to deliver immersive and interactive experiences that extend beyond traditional broadcast media. This initiative marks EA’s first venture into live streaming sports games, highlighting a strategic pivot toward leveraging the growing popularity of live sports on digital platforms.
Looking ahead, the partnership will expand to include social media campaigns and co-marketing efforts that span both MLS and individual club channels, designed to deepen fan connections and broaden exposure across multiple platforms. With fourteen clubs already participating in a club marketing program facilitated by EA, the league anticipates more clubs will join, further enhancing fan engagement through customized gaming content and innovative promotional activities.
Moreover, as MLS continues its expansion, with increased investment in youth development and the acquisition of star players, evolving broadcast partnerships will be critical to maximizing television and digital audience reach. The ongoing collaboration with EA aligns with MLS’s strategic goal to push boundaries in technology and fan experiences, emphasizing a fan-first approach supported by the latest advancements in mobile gaming and streaming. Together, these efforts are expected to solidify EA Sports as a key partner in MLS’s long-term growth and in cultivating the next generation of soccer fans across North America.
The content is provided by Blake Sterling, Front Signals
