Apple TV in talks for U.S. streaming rights to The Open, indicating deeper push into sports

Apple’s streaming service, Apple TV, is reportedly seeking U.S. broadcast rights to golf’s The Open Championship, a move that would further extend the company’s ambitions in sports media. Yahoo Finance, citing The Guardian, said Apple has had preliminary discussions with the R&A, the organization that runs The Open.

The report places Apple’s effort within a broader pattern of the company looking to differentiate Apple TV through high-profile live and sports programming. While the discussions are described as preliminary, they point to active planning rather than a passive interest in acquiring content.

Apple TV is one of the primary ways Apple delivers subscriptions and content to consumers, alongside its other services such as Apple Music and iCloud. A rights acquisition for a major international sports property would provide a recognizable “event” draw that could support both subscriptions and user engagement, particularly during the sports season.

The Guardian’s account, as relayed by Yahoo Finance, frames the talks around rights in the United States specifically. Sports broadcasting rights are typically sold by geography, so even early talks can involve complex licensing terms related to where viewers can watch and what devices can carry the feed.

Apple has not, in the information provided here, disclosed the status of any negotiations or whether it is pursuing an outright rights deal, a partnership model, or a narrower distribution arrangement. The report also does not specify the likely timing of any decision, the final scope of the rights, or the price being discussed.

The Open Championship is a major golf event with global attention, and rights negotiations for such properties often have ripple effects for other broadcasters and streamers. If Apple were to secure U.S. rights, it could intensify competition in sports streaming, where platforms increasingly treat live sports as a retention and acquisition tool.

Still, much is not yet clear. As described in the report, the discussions are preliminary and there is no confirmation that Apple will reach an agreement, nor any details on contract duration, production responsibilities, or the exact elements of rights being sought (for example, streaming only versus broader broadcast inclusion).

For Apple, the immediate question is whether negotiations advance to a binding agreement and, if they do, how Apple will market the event on Apple TV. For the U.S. sports-rights market, the next watchpoint will be whether other bidders respond with counteroffers or expanded packages as the Open rights calendar moves forward.