In a landmark move that signals a significant shift in football broadcasting, the German Bundesliga has granted a unique set of live streaming rights to YouTuber Mark Goldbridge.
The decision is part of a multi-platform strategy by the league to reach new, younger audiences in the UK and Ireland who are moving away from traditional television.
According to Sky News, this groundbreaking deal, a first for a major European football league, sees Goldbridge's channel, That's Football, secure rights to stream 20 live Friday night matches during the season.
The broadcasts will be in a "watch-along" format, a style Goldbridge has popularized with his live reactions to Manchester United games.
A New Strategy for a New Audience
The Bundesliga is seeking to boost its profile in a market dominated by the Premier League.
Rather than relying solely on traditional broadcasters, the league is diversifying its approach. The new deals include a mix of pay-TV, free-to-air, and pay-per-view options.
Peer Naubert, Chief Executive Officer of Bundesliga International, highlighted the new direction, saying:
“Our approach is as diverse as our supporters: by combining established broadcasters with digital platforms and content creators, we are taking a progressive step in how top-level football can be experienced.”
The league hopes that by partnering with popular content creators like Goldbridge, it can tap into a loyal fanbase that traditional channels may not be able to reach.
READ ALSO: The Return of Europe’s Biggest Soccer Leagues: Betting in Kenya with Pepeta
Goldbridge’s That's Football channel has over 1.3 million subscribers, representing a large, engaged community that follows his content.
He also has another Manchester United-dedicated YouTube channel, The United Stand, which has more than 2.1 million subscribers, and involves viewers watching Goldbridge's live reactions to Manchester United games.
A Free-to-Air Revolution
The deal with Mark Goldbridge is part of a wider shift. Amazon Prime Video has secured exclusive rights to all Sunday fixtures on a pay-per-view basis. This layered approach offers fans more choice and flexibility.
The move acknowledges the growing power of influencers in the media landscape. Goldbridge himself admitted to Sky News that he is not paying for the rights, reinforcing the idea that the value for the Bundesliga is in gaining access to his audience, not in a direct rights fee.
The Watch-Along Format
For fans, the live streams will be a different experience from a typical broadcast. Goldbridge's "watch-along" provides real-time, often humorous and provocative, commentary and reactions.
It's a style that has proven hugely popular online, but it is a contrast to the more conventional punditry found on TV Channels.
“This is a community that will be living with us, watching the Bundesliga, learning about it,” Goldbridge said. “And if I get a pronunciation wrong, or I don’t know about a player, then I’ve got my community there to back me up. I don’t profess to know everything.”
Comments 0
Sign in to join the conversation
Sign In Create AccountNo comments yet. Be the first to share your thoughts!