Apple launches its first sports app

(CNN) 鈥� Apple is taking an even bigger swing at sports.

The company on Wednesday launched Apple Sports, a free app for the iPhone that delivers real-time scores, key statistics, and live betting odds.

At launch, users will have access to live data from the NBA, NHL, and MLS, among other leagues. The app, Apple鈥檚 first in the sports arena,聽is being released ahead of March Madness,聽offering聽real-time data for both men鈥檚 and women鈥檚 NCAA basketball. Other leagues will be added over time, including the NFL and MLB.

鈥淲e created Apple Sports to give sports fans what they want 鈥� an app that delivers incredibly fast access to scores and stats,鈥� said Eddy Cue, Apple鈥檚 senior vice president of Services who oversees the app and was personally involved in its creation.

The app, which will not include聽advertising at its launch, represents Apple鈥檚 latest dive into the world of sports, a multibillion-dollar business that technology companies have made recent entrants into, challenging the legacy media companies who have traditionally held the lucrative broadcast rights.聽It also threatens to upend the mobile sports app space that has long been dominated by advertising-supported apps from ESPN and others.

Apple has in recent years struck deals with various sports leagues, such as the MLB and MLS, to stream games on its Apple TV+ streaming service. Amazon, a chief rival in the technology and streaming industry,聽has started exclusively airing 鈥淭hursday Night Football鈥� and an NFL聽game on聽Black Friday.

While Apple Sports can alert users to where a game is being broadcast, it will not stream games directly inside the app, instead pointing users to the correct app to watch the action.

Technology and media companies are increasingly eyeing sports rights to amass a paying audience for their streaming services. In recent months, the NFL playoffs and Super Bowl shattered ratings records and NBCUniversal鈥檚 exclusive Peacock broadcast of a wild card game led to the , according to Nielsen.

The-CNN-Wire