Major League Soccer used 15 iPhone 17 Pro Max models to broadcast an entire game for the first time. The match between the LA Galaxy and Houston Dynamo took place on May 23 at Dignity Health Sports Park in Los Angeles.
Fifteen iPhones captured the game, with eight using native lenses and seven paired with large external zoom lenses. The setup allowed cameras to be placed closer to players and benches than traditional equipment typically permits.
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Companies including McDonald’s, Coca-Cola and Lay’s have started campaigns featuring stars such as Messi and Beckham to engage fans ahead of the FIFA World Cup 2026. A JD Sports analysis shows Brazil’s jersey leading popularity among the 54 teams.
Apple TV and IMAX have begun selling tickets for the 2026 Monaco Grand Prix screening at select theaters across the United States. The event is part of a collaboration to show five Formula 1 races on the big screen this season. Tickets cost $30 plus a small booking fee and can be purchased through the IMAX website.
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Michelob ULTRA will transform the Santa Monica Pier into a soccer-themed pop-up experience tied to the FIFA World Cup 2026. The Pitchside Club runs from June 12 to June 25 and combines fan activities with style elements. It is open to the public as a 21+ event.
Formula 1 CEO Stefano Domenicali described the series' new Apple TV deal as the start of a strategy to embed F1 in US sports culture. The five-year agreement, valued at more than $140 million per year, began this season following Apple's F1 movie. Domenicali highlighted positive coverage and viewership gains despite challenges.