Bundesliga Media expands pioneering UK and Ireland YouTube watch-along coverage with Jamie Vardy partnership and Mark Goldbridge renewal for 2026-27 season
Bundesliga Media today announced a further expansion of its innovative UK and Ireland broadcast approach for the 2026-27 season with the addition of former Premier League winner Jamie Vardy-led YouTube channel and the renewal of its agreement with leading YouTube channel That’s Football, hosted by renowned creator Mark Goldbridge.
For the 2026-27 season, Jamie Vardy will lead the live broadcast on the YouTube channel, "Jamie Vardy's Having a Party", broadcasting seven Bundesliga Friday night matches throughout the season to audiences across the UK and Ireland. The partnership will begin with the season-opening fixture between FC Bayern München and VfB Stuttgart on Friday 28 August, with additional matches to be confirmed throughout the campaign.
The collaboration was agreed as part of a broader partnership with media and entertainment group, Banijay Entertainment, who via Banijay UK and its lable Workerbee, will produce the Bundesliga live show with Vardy and other guests, offering reaction, insight and discussion around some of Germany's biggest footballing fixtures.
“Fans don’t just want to watch football anymore, they want to experience it with the people they already know and trust,” said Rick Murray, CEO of Workerbee.
“Jamie has built an incredible community around the podcast, and thanks to our Bundesliga partnership, we can bring that audience closer to some seriously big games. This deal acts as another major step for Banijay Entertainment’s growing sports offering, which combines brilliant talent, premium football, and plenty of ways to watch.”
The addition of Vardy brings a different, player-led format to the Bundesliga's creator distribution, combining live football with the perspective and personality of one of the Premier League's most recognisable players in recent years.
Bundesliga Media has also renewed its partnership with That’s Football for the 2026-27 season. Goldbridge will continue to stream 15 Friday night Bundesliga matches via his pioneering live watch-alongs. Coverage will begin with Matchday 3 on September 11th at 19:30 BST – 1. FC Union Berlin vs. FC Schalke 04 - and will also include FC Bayern München vs. 1. FC Union Berlin on 18 September.
The renewal follows a trailblazing 2025-26 season which saw Goldbridge emerge as a key destination for Bundesliga fans on Friday evenings, particularly younger viewers. With a community of more than 1.5 million subscribers, 54% of the live match viewers for Bundesliga games was aged between 13-34.
“It's fantastic to be partnering up with the Bundesliga once again for the new season”, said Goldbridge. “The reaction from our community last year was incredible—the fans couldn't get enough of the atmosphere, the top-tier football, and live watch-alongs. We built something really special together each Friday night, and I can't wait to jump back in and take it to another level this year.”
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In 2025, the Bundesliga became one of the first major European football leagues to make live matches regularly available through creator-led broadcasts in the UK and Ireland. The approach combines established broadcast partnerships with new platforms and formats, reflecting the different ways in which football audiences in the UK and Ireland now consume live sport.
“Our approach is as diverse as our fans. Football audiences are changing, and there is no single way in which people want to experience the Bundesliga. Our job is to understand each market, work with the right partners and build a distribution model around how fans actually consume football there,” said Peer Naubert, Chief Commercial Officer of Bundesliga Media.
“The UK and Ireland is a great example of that approach. Last season, our collaboration with YouTube showed the potential of creator-led coverage, particularly in reaching younger audiences. Renewing that partnership and adding Jamie Vardy gives fans another distinctive way to experience the Bundesliga, alongside our established broadcast, streaming and digital partners.”
For the 2026-27 season, Bundesliga coverage in the UK and Ireland will be available across a range of platforms:
- Sky Sports: All Saturday top matches (17:30 GMT kick off)
- Amazon Prime Video: All Sunday matches via pay-per-view TVOD offering
- BBC: Friday night matches via BBC iPlayer and BBC Sport digital platforms
- Samsung TV Plus: Friday night matches via the 24/7 Bundesliga FAST Channel
- That's Football: 15 Friday night matches via YouTube watch-alongs
- Vardy Party: Seven Friday night matches via YouTube watch-alongs
