Former England and Leicester City striker Jamie Vardy has signed a deal to broadcast German Bundesliga games on his YouTube channel, the league announced on Friday.
Vardy’s channel will become an official broadcaster in the UK for seven Friday Bundesliga games this season. The arrangement is similar to that of British podcaster Mark Goldbridge, who became an official broadcaster in 2025 and will show 15 matches in the 2026-27 season.
The channel will broadcast Friday’s Bundesliga opener between defending champions Bayern Munich and Stuttgart.
While traditional outlets such as Sky Sport and the BBC also have broadcast rights, the Vardy and Goldbridge deals are part of the Bundesliga’s strategy of reaching new audiences amid the international appeal of the English Premier League.
Viewers of Vardy and Goldbridge’s channels follow along with the match while also watching the hosts’ reactions.
“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,” the league said in a statement.
Vardy, 39, is a free agent after a one-year stint at Italian side Cremonese ended in the summer following the club’s relegation from Serie A. He launched his podcast in June.
Signed by Leicester from fifth-tier Fleetwood Town in 2012, Vardy was the centrepiece in the team’s remarkable Premier League triumph in 2015-16, scoring in a record 11 consecutive top-flight matches.
Vardy made his England debut aged 28 and scored seven goals in 26 appearances at international level.
AFP
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