Apple TV partners with EverPass Media, brings sports content to restaurants, bars

Apple TV has partnered with EverPass Media to bring the streaming company’s live sports content to bars, restaurants, hotels and gyms, reports news agency Reuters. The agreement expands EverPass Media’s premium sports library that currently includes Paramount+'s UEFA Champions League, Prime Video's "Thursday Night Football", and National Basketball Association and Women's NBA content. Announcing the deal, EverPass CEO Alex Kaplan said: “From the continued growth of MLS and the enduring pull of MLB to Formula 1's rapidly expanding global fanbase, Apple's content strengthens and diversifies our library of premium offerings”. The deal shows Apple’s growing effort to expand its sports content in public places, where large screens and group viewing could help attract more subscribers, increase customer visits, and strengthen its brand presence. This comes as Apple rebranded its streaming service Apple TV+ last year, dropping the plus sign and renaming it as "Apple TV," introducing what the company calls a "vibrant new identity." The streaming service launched in November 2019 with "The Morning Show" and other star-studded originals and has since earned hundreds of awards.In a related news, Apple has announced a "special Apple Experience" event scheduled for March 4 at 9:00 am ET, with simultaneous gatherings planned in New York, London, and Shanghai. The invite features a 3D Apple logo made of yellow, green, and blue discs—colours that match rumoured options for a new low-cost MacBook. Apple is pointedly calling this an "experience" rather than an "event," suggesting something smaller and more hands-on than the typical Apple Park keynote. There's no word yet on whether it'll be livestreamed. Bloomberg's Mark Gurman had previously reported that Apple was gearing up for hardware announcements as early as the week of March 2, and this lines up neatly. The company is expected to unveil new MacBook Pro models with M5 Pro and M5 Max chips, an M5 MacBook Air, and a budget MacBook powered by an A18 Pro iPhone chip that could start around $699-$750.