Jamie Vardy to Stream Bundesliga Matches Live

Former England and Leicester City striker Jamie Vardy has secured a deal to broadcast selected German Bundesliga matches on his YouTube channel, marking another move by the league to bring live football to audiences through digital creators.

The Bundesliga announced on Friday that Vardy’s channel will become an official broadcaster in the United Kingdom for seven Friday night matches during the 2026-27 season. His first broadcast will feature defending champions Bayern Munich against Stuttgart in the league’s opening Friday fixture.

The agreement follows a similar partnership with British podcaster Mark Goldbridge, whose channel became an official Bundesliga broadcaster in 2025. Goldbridge is scheduled to broadcast 15 Bundesliga matches during the 2026-27 campaign.

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The Bundesliga already has traditional broadcast partners in the UK, including Sky Sports and the BBC. However, its partnerships with Vardy and Goldbridge form part of an effort to use football creators to reach audiences who increasingly consume live sports through digital platforms.

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The creator-led broadcasts let viewers follow matches while watching the hosts provide live reactions and commentary, offering an alternative to conventional television coverage.

“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.

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Vardy, 39, is currently a free agent after spending the 2025-26 season with Italian club Cremonese. His one-year spell ended after the club was relegated from Serie A. He launched his podcast in June, expanding his presence in the digital media space after an illustrious playing career.

The striker joined Leicester City from fifth-tier Fleetwood Town in 2012 and became a key figure in the club’s extraordinary Premier League title-winning campaign in 2015-16. He scored in 11 consecutive Premier League matches that season, setting a competition record.

Vardy made his England debut at the age of 28 and went on to score seven goals in 26 appearances for the national team.

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Tope Oke

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