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Apple’s Next Step in Ads Will Be Built Around New Soccer Deal

  • Company prepares to expand live TV advertising with MLS pact
  • Apple also has been working to bring ads to apps, such as maps
Apple and MLS signage during the MLS match between Austin FC and Real Salt Lake in Austin, Texas, on Sept. 14.

Apple and MLS signage during the MLS match between Austin FC and Real Salt Lake in Austin, Texas, on Sept. 14.

Photographer: David Buono/Icon Sportswire/Getty Images

Apple Inc. is building an advertising network for live television as part of its deal to stream Major League Soccer games next year, according to people with knowledge of the matter. 

The company is holding discussions with advertising partners and MLS sponsors in advance of the launch next February about airing advertisements during soccer games and related shows, said the people, who asked not to be identified because the discussions are private.