Apple Spent Billions To Get Soccer, But You Can''t Pay Them To Take This Content The old adage for media companies is “content is king,” and the world of streaming platforms has put sports media rights in focus. Live sports continue to generate huge viewership and command premium advertising dollars, but one league was rejected by a major streaming platform. What Happened: AppleTV turned down a deal to land the rights to stream LIV Golf matches due to the league being "too toxic," according to Barstool Sports , an entity of PENN Entertainment (NASDAQ: PENN ). See Also: ESPN Beats Out Amazon, Comcast And Netflix For Formula 1 Rights: Here Are The Details Barstool Sports reporter Dan Rapaport cited a "well-placed source," adding that it''s "still not clear where LIV will be broadcast in 2023." AppleTV, a unit of Apple Inc. (NASDAQ: AAPL ), has shelled out billions to land sports content. The Cupertino, California-based company has partnered with Major League Baseball and is bidding on content from the National Football League . AppleTV also paid a reported $2.5 billion in a 10-year deal for the rights to Major League Soccer matches beginning in 2023.