Apple could make another major move into live sports as it explores streaming rights for golf’s Open Championship. The technology giant has reportedly entered early discussions with the R&A, which organizes the historic tournament.
NBC currently holds U.S. rights through 2028. However, the next agreement remains open, and several major streaming companies could compete for the championship.
Streaming Strategy Remains Unclear
If Apple wins the rights, viewers could face several possible distribution models. The company might include the tournament with an Apple TV subscription, charge separately, or potentially make coverage available without an additional fee. At this stage, no pricing or distribution strategy has been confirmed.
Apple Services CEO Eddy Cue has expressed concern over the fragmented nature of sport distribution. Meanwhile, Apple seems to want broader rights rather than sharing products in more competition.
Still, any change remains years away. NBC could also negotiate an extension and retain the championship beyond 2028.
For Apple, however, the reported talks signal continued ambition in live sports. Securing the Open Championship could bring another prestigious global event to Apple TV while intensifying competition between traditional broadcasters and streaming giants.