Jamie Vardy is embarking on an unexpected activity. Former Leicester striker has become a Bundesliga broadcast rights holder in the UK and Ireland, reports The Athletic. His YouTube channel “ Jamie Vardy’s Having a Party », launched in June, will broadcast seven matches of the German Championship this season live for free, all scheduled for Friday evening. The first will take place this Friday with Bayern Munich-Stuttgart. The channel is owned by Banijay Entertainment, which has a one-year deal with the Bundesliga and will produce the broadcasts, which will also feature former players and other content creators. At 39, Vardy is currently without a club following his move from Cremonese, where he scored seven goals in 29 games last season.
The Bundesliga is thus continuing a strategy launched in 2025, when it became the first major European championship to entrust live broadcasting rights in the United Kingdom to content creators. Last season, The Overlap and That’s Football, Mark Goldbridge’s channel, already broadcast some Friday posters. Goldbridge will continue the experience this season while Vardy takes the place of The Overlap, which will now offer content and interviews around the Championship. The objective is above all to reach a different and younger audience: the broadcast of Bayern Munich-RB Leipzig by Goldbridge attracted 236,000 spectators last season. With Vardy, whose young channel still has only 11,000 subscribers, the Bundesliga is continuing its challenge of making its matches accessible on platforms where major championships are still rarely broadcast live.
