Jamie Vardy is making a bold push into sports media by securing the rights to broadcast live Bundesliga matches on his YouTube channel.
The former England striker’s show, Jamie Vardy’s Having A Party, will stream seven Friday night games from the German top division as part of a new partnership.
The first broadcast begins tonight, with Harry Kane’s Bayern Munich facing Stuttgart in the season’s opening fixture.
The arrangement follows similar deals the Bundesliga struck with Gary Neville’s The Overlap and Mark Goldbridge’s That’s Football during the 2025-26 campaign, reflecting the league’s drive to grow its international audience.
Vardy launched his YouTube show just two months ago and has already attracted more than 11,000 subscribers, though his audience remains significantly smaller than those of his rivals.
Rick Murray, chief executive of producers Workerbee, said the partnership was designed to deepen fan engagement through trusted personalities.
“Fans don’t just want to watch football anymore, they want to experience it with the people they already know and trust,” Murray said.
“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.”
Vardy’s show is part of media powerhouse Banijay UK, giving him a significant corporate backing as he looks to scale up his operation.
The Bundesliga has also renewed its contract with That’s Football, which was bought by Neville’s The Overlap business earlier this year, securing 15 live Friday night games for that platform.
Neville has continued to expand his own media reach, striking a deal with Disney+ to carry his show Stick To Football alongside a new Manchester United discussion programme co-hosted by Goldbridge and Wayne Rooney.
Gary Lineker, meanwhile, has secured a two-year deal with Netflix to stream his The Rest Is Football show following a successful run during this summer’s World Cup.
Vardy, 39, remains without a club after his short-term contract with Italian side Cremonese expired at the end of last season, though he has not announced his retirement from professional football.
The striker is perhaps best remembered as a central figure in the Leicester City team that defied 5,000-1 odds to win the Premier League title in 2016, a story that has helped underpin his public profile.