How MLS, Apple TV+, AFC Toronto, and EA SPORTS Are Shaping the Future of Soccer

As March approaches, soccer season in North America is officially upon us. Welcome back to the Purposeful Partnerships Report, your go-to source for purpose-driven partnerships in the world of sports. In this edition, We explore the expanding partnership between MLS and Apple TV, with a brand-new docuseries highlighting the 2024 season. We also cover the release of the Northern Super League’s schedule and the highly anticipated AFC Toronto season opener at BMO Field. Plus, we’ll discuss EA FC Futures' collaboration with Bundesliga Common Ground, a partnership aimed at making an impact. Let’s jump into it!

Apple TV Launches Groundbreaking MLS Docuseries

This past weekend, the 30th MLS season kicked off, and with it, the league’s partnership with Apple was taken to another level with the premiere of "Onside," the behind-the-scenes documentary that gives fans an exclusive look at the 2024 season.

"Onside: Major League Soccer" will provide fans with an immersive, behind-the-scenes look at the 2024 MLS season, showcasing the league’s biggest moments and most compelling storylines. This landmark documentary event promises unprecedented access to players, coaches, and teams, delivering an insider’s perspective on the high-stakes world of MLS. From preseason action to the climactic MLS Cup final, the series captures the adrenaline, passion, and personalities that define the league. Dedicated soccer fans and newcomers alike will gain a deeper appreciation for the sport through this comprehensive, season-long journey.

This docuseries builds on the groundbreaking 10-year partnership between Apple and MLS, which launched in 2023 with MLS Season Pass a game-changing subscription service available on the Apple TV app, offering fans worldwide access to every MLS match with no blackouts. Apple TV+ continues to elevate sports storytelling, delivering unprecedented coverage and deeper insights into the league’s electrifying season. MLS is experiencing record growth, and "Onside" aims to expand the league’s visibility and popularity on Apple TV+.

This partnership extension feels like a great opportunity to tell more in-depth stories about the league, its players, and its overall structure, something that has been missing from MLS coverage. However, I also flagged this story because I believe this format of storytelling has become somewhat stale. The sports industry has long aimed to replicate the success of "Drive to Survive," but many attempts such as the Amazon docuseries on the Toronto Maple Leafs have failed due to overly controlled narratives that lack raw, unfiltered access. Fans and potential fans want to feel like they are getting never-before-seen insights, not just a guided tour. Hopefully, "Onside" will break that mold and deliver the kind of authenticity that truly connects with its audience and helps to bring new fans to the MLS this season.

You can learn more about the docuseries here.

AFC Toronto: A Historic Inaugural Match at BMO Field

AFC Toronto is about to make history as the city’s first professional women’s soccer club, with its highly anticipated inaugural match on April 19 at 4 p.m. ET at BMO Field. In collaboration with Maple Leaf Sports & Entertainment (MLSE), this landmark event signifies the dawn of a new era for women’s sports in Toronto and across Canada.

For fans in the Greater Toronto Area and beyond, this match is far more than just a game, it’s a defining moment in the growth of women’s soccer. AFC Toronto’s debut not only marks a major milestone for the club but also represents a giant leap forward for the women’s soccer movement as a whole. With the support of MLSE, this partnership is set to inspire the next generation of athletes, coaches, supporters, and leaders within Toronto's soccer community. Fans are invited to be part of this historic occasion by purchasing a season membership, ensuring their place at BMO Field for the club’s debut match.

While the season opener will take place at the iconic BMO Field, AFC Toronto’s home for the remainder of the 2025 NSL season will be York Lions Stadium, where they will host their other 12 home matches. As the inaugural season unfolds, all six Northern Super League clubs will compete in a single-table format, with 25 regular-season matches. At the end of the season, the top four teams will advance to the home-and-away semifinals, with the higher-seeded club hosting the second leg. The two teams with the higher aggregate score will meet in the championship match on November 15.

With the release of the NSL season schedule, it’s clear that professional women’s soccer in Canada is nearly here, and the excitement is building. Leveraging BMO Field and a partnership with MLSE is the perfect foundation to kick off the season and create significant buzz leading into the inaugural year. AFC Toronto’s debut is just the beginning of what promises to be an unforgettable season, and fans are encouraged to witness history in the making.

You can learn more about the NSL season schedule here.

EA FC FUTURES Joins Bundesliga Common Ground in Creating More Opportunities to Play

EA SPORTS and the Bundesliga strengthened their collaboration as part of the EA SPORTS FC FUTURES initiative, expanding the reach of their existing partnership with the Bundesliga Common Ground project. This exciting partnership aims to benefit global communities by revamping and further utilizing four key community pitches located in Brazil, Nigeria, Indonesia, and Germany.

Each of these pitches will host an eight-week training camp designed to offer young grassroots players structured football training and essential life skills workshops. These sessions aim to foster both on-pitch skills and personal development, creating well-rounded individuals. Additionally, EA SPORTS FC provides an online library of training drills, which will be incorporated into the program to enhance player training. This initiative is part of a comprehensive playbook developed jointly by the Bundesliga and EA, providing valuable resources to local teams and ensuring a lasting positive impact on these communities.

Launched during the 2022-23 season, the Bundesliga Common Ground project has already revitalized pitches in various cities across the globe, including Lagos (Nigeria), Mexico City (Mexico), Rio de Janeiro (Brazil), Buenos Aires (Argentina), New York (USA), Jakarta (Indonesia), Berlin (Germany), and Zabrze (Poland). This initiative continues to inspire young players to embrace the sport while providing them with safe and welcoming spaces to engage with football.

As the partnership grows, the long-term goal remains clear: to offer more opportunities for youth engagement and football development while fostering a deeper connection between the global football community and its local counterparts.

You can watch the Common Ground Brazil video here.

Final Thoughts

As the new soccer season kicks off in North America, it's inspiring to see how partnerships are shaping the future of the game. Whether it's MLS and Apple TV+ offering fans unparalleled access to the 2024 season, AFC Toronto making history as the city's first professional women’s soccer club, or EA SPORTS and the Bundesliga investing in the next generation of global football talent through the Common Ground initiative, the time for soccer is now. I’m excited to see how the sport continues to evolve and thrive this year.

Until next time, stay tuned for more updates on how partnerships are making a lasting impact in the world of sports.