Bundesliga Media has expanded its distribution strategy in the UK and Ireland for the 2026/27 season, launching a new YouTube channel fronted by former Premier League winner Jamie Vardy and renewing its partnership with Mark Goldbridge’s That’s Football.
Vardy will host live coverage of seven Bundesliga Friday night matches during the season through the YouTube channel Jamie Vardy’s Having a Party. The partnership begins with the opening fixture between Bayern Munich and VfB Stuttgart, with additional matches set to be announced throughout the campaign.
The project is part of a wider collaboration with Banijay Entertainment. Banijay UK and its production company Workerbee will produce the live Bundesliga shows, combining match coverage with analysis, reaction and discussion featuring Vardy and other guests.
The new format adds a player-led dimension to Bundesliga Media’s growing creator-focused distribution model.
Bundesliga Media has also renewed its agreement with That’s Football, hosted by Mark Goldbridge. Under the partnership, Goldbridge will stream live watch-alongs for 15 Friday night Bundesliga matches during the 2026/27 season.
The coverage will begin on September 11 with Union Berlin’s match against Schalke 04, followed by Bayern Munich’s fixture against Union Berlin on September 18.
The partnership builds on the success of the 2025/26 season, when Goldbridge’s channel emerged as a popular destination for younger Bundesliga audiences. With a community of more than 1.5 million subscribers, 54% of viewers watching Bundesliga live streams on the channel were between the ages of 13 and 34.
Bundesliga Media became one of the first major European football leagues to regularly distribute live matches through creator-led broadcasts in the UK and Ireland in 2025. The strategy complements its traditional media partnerships, with Sky Sports, BBC, Amazon and Samsung TV Plus remaining part of the league’s broader distribution ecosystem.
The Bundesliga’s approach reflects a wider shift in sports media consumption, as leagues increasingly look beyond conventional broadcasters and streaming platforms to reach audiences through creators and personalities with established digital communities.