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Apple Partners with Everpass Media to Bring Sports to Commercial Spaces

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  Published in Media and Entertainment on Thursday, February 19th 2026 at 16:30 GMT by U.S. News & World Report
      Locales: UNITED STATES, IRELAND

Cupertino, CA - February 19th, 2026 - Apple today announced a landmark partnership with Everpass Media, a move poised to dramatically reshape the landscape of sports viewing in commercial spaces and further cement Apple TV+'s position as a serious contender in the increasingly competitive sports streaming market. The collaboration will bring a dedicated, live sports package to bars, hotels, and other hospitality venues across the United States, offering patrons access to a robust lineup of games and events on larger, shared screens.

This isn't simply about adding another channel; it's a strategic offensive by Apple to disrupt the long-held dominance of traditional sports broadcasting and cable providers. For years, those companies have controlled access to live sports, effectively holding consumers hostage with expensive bundles. Apple, with its deep pockets and ever-expanding content library, is aiming to dismantle that model by offering a flexible, high-quality alternative.

Everpass Media, already a significant player in content distribution to commercial establishments, provides the crucial infrastructure to facilitate this ambitious undertaking. They boast an established network of connections to thousands of bars and hotels, removing a significant logistical hurdle for Apple. Instead of building a distribution network from scratch, Apple is leveraging Everpass's existing relationships and expertise to rapidly deploy its sports programming.

The decision to prioritize sports content marks a noticeable shift in Apple's strategy. While Apple TV+ has focused heavily on premium original series and films - garnering critical acclaim but struggling to achieve the subscriber numbers of rivals like Netflix and Disney+ - live sports offer a uniquely compelling draw for many consumers. The 'cord-cutting' phenomenon has been gaining momentum for over a decade, with millions abandoning traditional cable and satellite packages in favor of streaming services. However, live sports have remained a significant barrier to full adoption, as many consumers are unwilling to give up access to their favorite teams and events.

"This partnership addresses that core issue," explains Tech Analyst Sarah Chen of Streamline Insights. "Apple has recognized that offering live sports isn't just about attracting sports fans; it's about providing a complete entertainment solution that can truly replace cable. It's about convenience, affordability, and a superior viewing experience."

The financial details of the deal remain largely undisclosed, although sources suggest a revenue-sharing model based on subscriptions and potential advertising revenue within the sports package. What is known is that the package will likely be tiered, offering different levels of access to various sports leagues and events. Speculation is rife that Apple is negotiating rights to major leagues like the NFL, NBA, MLB, NHL, and potentially even collegiate sports, including NCAA football and basketball. They are also rumored to be targeting international soccer rights, recognizing the global appeal of the sport.

The impact on the hospitality industry could be substantial. Bars and hotels that adopt the Apple TV+ sports package will be able to attract and retain customers by offering access to a wide range of sporting events without the need for expensive and complex traditional satellite or cable subscriptions. Early reports indicate several large hotel chains are already in advanced discussions with both Apple and Everpass.

Beyond the immediate benefits for subscribers and hospitality venues, this partnership could have broader implications for the future of sports broadcasting. If successful, it could encourage other streaming services to invest more heavily in live sports, leading to increased competition and lower prices for consumers. It also potentially opens the door for more personalized viewing experiences, such as interactive stats, multiple camera angles, and integrated betting options - all delivered through the Apple TV platform.

The official launch of the Apple TV+ sports package is slated for the start of the next NFL season in late summer, with pricing and a full list of included sports expected to be announced in the coming months. Industry experts are already predicting this could be a "game-changer" for Apple TV+, potentially driving a significant surge in subscriptions and establishing Apple as a true heavyweight in the world of sports entertainment.