Apple TV golf coverage could become the next part of Apple’s growing live sports portfolio. The company is reportedly among the media groups discussing US broadcast rights to The Open Championship, the historic golf major organized by The R&A.
The Guardian reports that Apple has entered the conversation as The R&A evaluates the next American rights agreement. Netflix and Amazon are also expected to show interest, creating the possibility of a competitive auction involving three of the largest technology and streaming companies.
No agreement has been announced, and reported interest does not mean Apple has submitted a final bid. NBC remains the current US broadcaster, with coverage distributed through NBC, USA Sports, Golf Channel and Peacock.
NBC’s existing agreement runs through the 2028 championship. Any new rights package would therefore be expected to begin in 2029 unless the current parties negotiate another arrangement. NBC and Versant, which now controls Golf Channel and USA Network, have already expressed interest in continuing their relationship with The R&A.
The negotiations concern US media rights. They would not automatically affect Sky Sports coverage in the United Kingdom or the separate agreements through which The Open reaches other international markets.
Apple Joins a Competitive Rights Process
NBC and Golf Channel acquired the American rights to The Open through a 12-year agreement beginning in 2017. The deal moved coverage away from ESPN and gave NBC a major championship that fit its existing golf and international sports schedule.
The Open is particularly suitable for a broadcaster with several distribution channels. Play begins early in the morning for American viewers because the championship is staged in the United Kingdom. Coverage can run for more than 12 hours during the opening rounds, requiring a combination of streaming, cable and national broadcast windows.
For the 2026 championship at Royal Birkdale, early coverage appeared through Peacock before moving to USA Sports. NBC carried the principal weekend coverage, while Golf Channel provided analysis around the competition. The R&A said more than 100 hours of live content were produced for audiences worldwide.
That structure gives the incumbent broadcasters a considerable advantage. NBC, USA Sports and Golf Channel already have production teams, commentators, commercial relationships and a regular audience for professional golf.
The corporate separation of Versant from NBCUniversal has made the next agreement more complicated. Versant controls Golf Channel and USA Network, while NBC retains the broadcast network and Peacock. The two companies may cooperate on another bid, negotiate independently or develop a shared package with different responsibilities.
Apple could offer a simpler streaming destination, but The R&A would need to decide whether that convenience compensates for losing or reducing exposure on traditional television. A major championship reaches occasional viewers who may not regularly follow professional golf, making a widely available weekend broadcast valuable.
The final agreement could combine a streaming service with a television network instead of awarding every hour to one company. Apple has used distribution partnerships for its existing sports programming, while other technology platforms increasingly share selected events with broadcasters.
Why The Open Fits Apple TV
The Open would give Apple a globally recognized event without requiring the company to purchase an entire season of weekly golf. The championship takes place over four days each July, with additional practice, preview, interview and archive programming surrounding it.
That concentrated schedule resembles a premium media event. Apple could promote the tournament across Apple TV, Apple Sports, Apple News, Apple Maps and other services while giving subscribers a reason to return throughout one intensive week.
The company has already developed experience with live production through Major League Soccer, Friday Night Baseball and Formula 1. Its 2026 Apple TV sports portfolio includes every MLS match, weekly MLB doubleheaders and complete US coverage of Formula 1.
Formula 1 is especially relevant to the reported golf interest. Apple secured a five-year agreement to become the series’ US broadcast partner beginning in 2026. The Apple TV package includes races, qualifying, sprint sessions and practice, with selected programming available without a paid subscription.
Apple also surrounds F1 coverage with material across Apple Music, News, Maps, Sports and Fitness+. A similar treatment could give The Open a weeklong presence across the company’s devices and applications.
Apple Sports could provide scores, leaderboards and player information. Apple News could collect reporting and highlights, while Maps could offer information about the host course. Archived championship footage and documentaries could keep the rights active outside the four competitive rounds.
Golf also presents an opportunity for Apple’s production technology. The company has incorporated iPhone 17 Pro into the Friday Night Baseball camera workflow and has promoted alternative perspectives across its sports broadcasts. The scale of an Open course would allow for featured groups, individual hole feeds, aerial views and additional data overlays.
The tournament’s history would fit Apple TV’s preference for premium properties. First played in 1860, The Open is the oldest of men’s golf’s four major championships and awards the Claret Jug at a rotating collection of links courses.
A Major Championship Is Not a Regular Season
Purchasing The Open would not make Apple the general home of golf in the United States. The sport’s major events are controlled by different organizations and sold through separate media agreements.
The R&A runs The Open. Augusta National controls the Masters, the PGA of America operates the PGA Championship and the USGA organizes the US Open. The PGA Tour sells the rights to its regular tournaments separately.
Apple could therefore stream one of golf’s four men’s majors while most of the season remained on other services and networks. That fragmentation is familiar in American sports, but it can make subscription decisions difficult for viewers.
The Open also brings a demanding live schedule. The opening rounds can begin before 2 a.m. Eastern Time and continue into the afternoon. A rights holder needs commentators, production facilities, support teams and reliable streaming infrastructure for a long continuous broadcast.
Apple has experience operating global MLS coverage and a complete Formula 1 weekend, yet golf presents a different visual challenge. Dozens of players can compete across 18 holes simultaneously, forcing producers to decide which shots to show while maintaining live feeds for featured groups.
Commercial distribution presents another requirement. Sports bars, hotels and other businesses need authorized access that does not depend on a personal streaming account. Apple has expanded its commercial reach through DIRECTV FOR BUSINESS and EverPass, which distribute its existing sports programming to hundreds of thousands of locations.
A similar arrangement could help Apple reassure The R&A that fans would still find the championship in public venues. Negotiations would also need to address highlights, clips, archival matches, international travelers and viewers without an Apple TV subscription.
Netflix and Amazon Increase the Pressure
Amazon enters the discussion with years of experience carrying major live sports. Prime Video has handled NFL games, international soccer and other properties while operating advertising, production and commercial distribution systems.
Netflix has approached live sports more selectively, favoring major events and limited packages rather than acquiring complete conventional seasons. Its expanding sports strategy makes a four-day championship more plausible than it would have been several years ago.
The presence of multiple streaming companies can raise the value of the rights even if NBC and Versant retain them. The R&A can compare the reach of traditional television against the global technology, subscriber relationships and product integration offered by streaming platforms.
Apple can emphasize presentation quality and integration without needing The Open to fill hundreds of annual programming hours. A major championship would help position Apple TV as a destination for premium live events alongside its original films and series.
The remaining uncertainty is distribution. The R&A must determine whether the next US partner can attract new viewers while remaining accessible to the golf audience that already follows the championship through NBC and Golf Channel.
For an Apple agreement beginning in 2029, the first operational test would arrive long before the leaders approach the final holes on Sunday. The service would need to be ready when the opening group reaches the first tee at approximately 1:30 a.m. Eastern Time on Thursday, with American viewers expecting the stream to remain stable through the entire day.
