Apple is making a major push into global sports viewing just weeks before the 2026 FIFA World Cup kicks off. The company announced its Apple Sports app is now available in more than 170 countries and regions worldwide, adding over 90 new markets to capitalize on the tournament’s massive audience.
The timing is no accident. With the World Cup starting in June, Apple is positioning itself to capture sports fans who want quick access to scores, stats, and match updates. The free iPhone app targets users frustrated with slow-loading sports websites and cluttered interfaces from traditional sports media companies.
Apple Sports launched initially in limited markets but the global expansion shows the company’s growing interest in sports content. This move puts Apple in direct competition with established sports apps like ESPN and The Athletic, while also supporting its broader ecosystem of Apple TV+ sports programming and streaming partnerships.
The app includes several World Cup-specific features designed to keep fans engaged throughout the tournament:
- Tournament bracket view: A clean interface showing matchups and results for each round, letting fans track team progress from group stage to finals
- Visual formations: Game cards display each team’s starting lineup with tactical formations before matches
- Direct Apple News integration: One-tap access to editorial coverage and headlines (available in US, Canada, UK, and Australia only)
Fans can customize their experience by following the entire tournament or specific national teams. This enables Live Activities on iPhone lock screens and Apple Watch, providing real-time match updates without opening the app. The integration extends across Apple’s ecosystem – users can add widgets to iPhone, iPad, and Mac home screens to track tournament progress.
“The World Cup unites fans across the globe, making it the ideal moment to bring Apple Sports to even more users,” said Oliver Schusser, Apple’s vice president of Music, Sports, Apple TV, and Beats. “Apple Sports was designed to be fast and simple, giving fans an easy way to stay on top of scores, stats, and the action that matters most in real time.”
The app also connects users to Apple TV for streaming live matches through connected services, though subscriptions are required for most streaming platforms. This creates a pathway for Apple to drive users toward its own streaming ecosystem and partnerships.
The global expansion comes as tech companies increasingly compete for sports audiences. Amazon has invested heavily in NFL Thursday Night Football, while Netflix recently secured WWE programming. Apple’s approach focuses on the companion experience rather than exclusive content rights, potentially offering a lower-cost entry into sports engagement.
Apple Sports requires iOS 18 or later for Live Activities functionality, and watchOS 11 or later for Apple Watch integration. The app is free to download from the App Store in all supported markets.