Apple TV is making strides in the sports broadcasting arena by pursuing the US rights to golf's Open Championship. Preliminary discussions with the R&A indicate Apple's serious intent to bid for the tournament, which is currently under contract with NBC until 2028.

The formal bidding process is set to commence early next year, and the R&A anticipates competition not just from Apple, but also from fellow streaming giants Netflix and Amazon. NBC, which has held live rights since 2017 after outbidding ESPN for a lucrative 12-year deal, now finds its position at risk as it shares rights with Versant, the operator of the Golf Channel.

Apple's recent ventures into sports rights have had mixed results. Notably, a 10-year deal worth $2.5 billion for Major League Soccer was cut short three years early due to disappointing viewership. However, Apple remains undeterred, having secured a five-year deal for Formula One rights in the US for $750 million last year.

A source familiar with Apple’s strategy confirmed the company is committed to investing in sports rights and actively seeks the right properties to enhance its portfolio. In response to these developments, a spokesperson for the R&A stated, "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. As we approach the next US media cycle, we expect to engage with our current partners and assess the evolving broadcast landscape for our rights."