The Open Championship Might Be Coming to Your Apple TV

There's something almost sacred about watching The Open Championship. The links courses, the unpredictable weather, the way the afternoon light falls across the dunes at Royal Troon or St Andrews—it's golf at its most elemental, and for American viewers, it's traditionally meant setting an alarm for those early morning tee times on NBC.

That familiar experience may be changing. Apple TV has entered preliminary discussions with the R&A about securing US broadcast rights to The Open, a development that could fundamentally alter how millions of American golf fans experience the Claret Jug's annual pursuit.

A New Player at the Negotiating Table

NBC's current 12-year deal, which began in 2017 when the network outbid ESPN, expires in 2028. The formal tender process will commence early next year, and according to sources familiar with the situation, Apple won't be bidding alone. Netflix and Amazon are also expected to express interest, creating what could become a landmark moment in golf broadcasting.

The R&A has acknowledged these shifting winds. "We have an excellent partnership with NBC and Versant which has delivered significant benefits for The Open, the AIG Women's Open and our other championships and international matches," a spokesman said. But they also noted they will "continue to monitor the evolving broadcast landscape and the wider interest in our rights."

That's diplomatic speak for: everyone's at the table now.

Apple's Sporting Ambitions

Apple's journey into sports broadcasting has been a mixed scorecard. Their 10-year, $2.5 billion deal for Major League Soccer rights was terminated three years early after disappointing viewing figures—a cautionary tale about the challenges of building sports audiences on streaming platforms.

Yet the company hasn't retreated. Last year, Apple secured exclusive US Formula One rights in a five-year deal worth $750 million, signaling that their appetite for premium sports content remains strong. Sources indicate Apple is committed to continued investment in sports rights, searching for properties that match their brand's prestige.

The Open Championship certainly fits that description. Golf's oldest major, contested on the linksland where the game was born, carries an authenticity that aligns with Apple's emphasis on premium experiences.

What This Could Mean for Viewers

For those of us who've spent countless early mornings watching the British weather wreak havoc on the world's best players, a streaming transition raises immediate questions. Would coverage improve? Apple's production values are typically exceptional, and their Formula One broadcasts have introduced innovative camera angles and storytelling techniques.

But there's the access question. An Apple TV+ subscription creates a barrier that traditional broadcast doesn't. NBC, for all its commercial interruptions, reaches American households through basic cable packages and over-the-air signals. Apple would need to convince casual fans that watching Ryan Fox defend his Claret Jug—or whoever captures it next—is worth adding another streaming service to their monthly budget.

The Bigger Picture

This potential deal reflects golf's broader reckoning with media rights. The sport has never been more fractured—between the PGA Tour, LIV Golf, and various international circuits—yet never more valuable to broadcasters seeking affluent, engaged audiences.

The majors remain the common ground, the tournaments that transcend the tour wars and remind us why we fell in love with this maddening game. If Apple, Netflix, or Amazon can offer the R&A significantly more than NBC's current arrangement, the economics become difficult to ignore.

NBC's partnership with Versant, operators of the Golf Channel, has delivered comprehensive coverage for nearly a decade. Whether that continuity outweighs Silicon Valley's checkbooks will be decided in boardrooms over the coming months.

Key Takeaways

• Apple TV has begun preliminary discussions with the R&A for US broadcast rights to The Open Championship
• NBC's current deal expires in 2028, with formal bidding expected to begin early next year
• Netflix and Amazon are also expected to bid, creating unprecedented competition from streaming platforms
• Apple's sports track record is mixed—their MLS deal ended early, but they've invested heavily in Formula One
• The outcome could reshape how American fans experience golf's oldest major championship