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Apple appears to be keeping a close eye on the next round of Open Championship broadcasting rights. According to reports, the company has entered preliminary talks with the R&A, which runs the long-standing golf tournament.
NBC’s current U.S. deal runs through 2028. Once that agreement expires, the rights could become a major prize for Apple or another streaming service looking to strengthen its live sports lineup.
Apple Tv Expands Its Sports Ambitions
For streaming services, live sports are proving to be a powerful tool for bringing in subscribers. Apple has already built a presence here, holding rights to Major League Soccer, Major League Baseball, and Formula 1. Therefore, adding major golf coverage could further strengthen its growing sports portfolio.
The Open Championship would also give Apple access to one of golf’s most recognized events. Moreover, golf maintains a large audience in the United States, making the tournament attractive to streaming services seeking loyal sports viewers.
However, Apple does not have a clear path to the rights. Netflix and Amazon are also expected to consider bids. Apple has previously walked away from sports negotiations when proposed agreements failed to meet its expectations.
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.