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.
Apple Expands Its Sports Ambitions
Live sports have become increasingly valuable as streaming platforms compete for subscribers. Apple has already secured rights involving 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 chief Eddy Cue has previously expressed concern about the fragmented state of sports broadcasting. Meanwhile, Apple appears increasingly interested in securing broader rights rather than sharing coverage across several competing platforms.
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.
