Apple's next step in ads will be built around new soccer deal

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.

The move is part of a more aggressive push by Apple into advertising.

The company's ad unit generates about $4 billion in revenue annually, but is seeking to increase that to double-digit billions of dollars, Bloomberg News has reported.

That includes putting search advertisements in more apps, such as its maps service, as early as next year.

The tech giant recently struck a 10-year deal to air MLS games in a new subscription service, as well as Apple TV+ streaming platform.

The company will also stream a portion of games for free to users of the Apple TV app.

Todd Teresi, Apple's vice president of advertising platforms, is leading the expansion into MLS ads. He recently oversaw the addition of more advertising slots to the App Store, including one on the front page of the outlet.