EA and MLS: A Gamble on Soccer's Digital Future?

This is a bold move by Electronic Arts (EA) and Major League Soccer (MLS)—streaming live matches on a mobile gaming app—and it’s a sign of how far the gaming industry is willing to go to keep fans engaged. Let’s break down what this means for investors.

The Deal: A First for EA, a Risk for MLS

EA’s partnership with MLS marks its first foray into live sports streaming, embedding MLS matches directly into its mobile game EA Sports FC Mobile. The four matches in 2025—starting with the high-profile rematch of the 2024 MLS Cup Final—are a test run. Fans will get free access to the games, but only if they hit Level 4 in the app, a clever way to keep users hooked on EA’s platform.

The twist? The streams are tied to Apple’s MLS Season Pass subscription service. While MLS benefits from expanding its audience through EA’s 100 million mobile users, it risks cannibalizing its own paywall. Investors should ask: Is this a sustainable strategy, or a short-term gimmick?

Why EA Needs This Deal

EA’s stock has been a rollercoaster.
The decline of its once-massive FIFA franchise—now rebranded as EA Sports FC—has hit revenue hard. In 2024, EA’s sports division saw sales drop 12%, and its recent quarterly report hinted at deeper struggles. This partnership is EA’s Hail Mary to revive interest in soccer gaming.

By blending live matches with in-game rewards (like free currency), EA aims to turn its app into a must-have destination for soccer fans. If it works, this could be a blueprint for monetizing live sports through gaming. If it fails? EA’s already shaky reputation in the space could crumble further.

MLS: Betting on Digital Natives

MLS’s media rights deal with Apple is a 10-year, $2.5 billion commitment—but only $250 million annually. That’s a fraction of what the NFL or NBA command. To justify this, MLS must prove it can grow its audience, especially among younger fans.

This EA partnership is a calculated gamble. By using in-game incentives to drive MLS Season Pass subscriptions, MLS hopes to turn gamers into lifelong soccer fans.
Sponsorship revenue has surged 40% since 2020, thanks to stars like Lionel Messi. But without a broader fanbase, MLS’s Apple deal might look like a steal for Apple—and a loss for MLS.

The Risks: Dependency and Diminishing Returns

• Apple’s Thumb on the Scale: MLS can’t escape its reliance on Apple’s platform. If the tech giant ever renegotiates its deal, MLS’s margins could evaporate.
• EA’s Financial Health: EA’s Q2 2025 results (due soon) will show if this partnership is boosting engagement or just burning cash.
• Scalability: Four games in 2025 are a start, but investors need clarity on EA’s long-term plans. If this is just a “phase,” it’s a distraction.

The Bottom Line: Buy the Dream, but Keep an Eye on the Scoreboard

This partnership is a win-win if executed right. EA gets a new revenue stream; MLS gains a pipeline to Gen Z. But investors must demand proof.

If EA’s stock recovers from its 2024 lows and MLS’s subscriber base doubles (to 4 million+), this could be a historic deal. But if EA’s games stay stagnant and MLS’s media rights model falters? Investors might find themselves on the losing end of the match.

Final Score: Hold for now—wait for Q2 results and clearer expansion plans. If EA hits its stride here, it’s a buy. If not? This could be a red card for both teams.

Disclosure: This article is for informational purposes only. Consult a financial advisor before making investment decisions.