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Is Apple TV Plus planning a move into sports?

Company has hired former Amazon Video exec James DeLorean

Apple’s SVoD service Apple TV Plus is thought to be preparing into a move sports programming after hiring former Amazon exec James DeLorenzo.

He led Amazon Video’s sports division from 2016 until recently leaving the company.

It’s thought DeLorenzo will lead sports-related projects at Apple TV Plus as the streaming service looks to boost its content offering.

So far, Apple’s focus has been on boosting its TV and film content – recently buying the rights to Tom Hanks’ latest film, Greyhound.

In an interview with Sports Illustrated in March 2019, Apple exec Eddy Cue said the company had given “not a lot” of thought to acquiring live sports content.

“That’s not to say we would never do sports, because who the heck knows. Never is a long time, but I don’t think that’s a problem right now,” he added.

“You really can’t own all the rights, so therefore at some point you need to solve some other problems. You can’t design for owning the rights because if that’s the only thing you’re doing you’re always going to be tiny.”