Jamie Vardy bags Bundesliga rights as he steps up streaming war with Neville and Lineker

Former England striker Jamie Vardy is expanding his media empire by acquiring the rights to broadcast live Bundesliga matches on his YouTube channel. Vardy's Having A Party will stream seven Friday night games, commencing with the season opener where Harry Kane's Bayern Munich face Stuttgart. This initiative aligns with the Bundesliga's strategy to broaden its international reach, following similar partnerships with Gary Neville's The Overlap and Mark Goldbridge's That's Football for the 2025-26 season.

Vardy, a prominent figure in Leicester City's historic 2016 Premier League triumph, launched his YouTube show two months ago and has already amassed over 11,000 subscribers. Rick Murray, chief executive of production company Workerbee, emphasized the desire for fans to engage with football beyond mere viewing, highlighting Vardy's ability to foster a loyal community.

The Bundesliga has also extended its contract with That's Football, which now broadcasts 15 live Friday night games. Gary Neville, who acquired That's Football, is set to showcase his show Stick To Football on Disney+ and a new Manchester United discussion program alongside Wayne Rooney. Finally, Gary Lineker secured a two-year agreement with Netflix for his The Rest Is Football series, following its World Cup success.

While Vardy's audience is currently smaller than his competitors, this strategic move positions him as a formidable player in the fast-evolving world of football broadcasting.