Bundesliga Bets on YouTube Creators for Live U.K. Game Streams

Sports leagues have continued to venture into the digital creator space to target a younger fan base. Bundesliga is taking a step that may turn into the blueprint for future North American leagues.

The German soccer league has awarded the rights to stream Friday night games in the U.K. and Ireland to two YouTube channels: That’s Football and The Overlap.

The Overlap, which has more than 1.5 million subscribers on YouTube, is closer to a traditional sports show with several big names in European soccer, including Gary Neville and Roy Keane. However, That’s Football, which has about 1.4 million subscribers, is akin to the style of the modern digital format, run by creator Mark Goldbridge, a fan of the English Premier League’s Manchester United. 

Bundesliga will also broadcast Friday night games on the BBC in the two countries and stream on its own YouTube channel. All four broadcasts will run simultaneously.

It’s not the first time European leagues have awarded broadcast rights to digital creators. Twitch streamer Ibai Llanos streamed a match for LaLiga, the country’s top soccer league, in 2021. Tim Cocker of the YouTube channel EggChasers Rugby acquired the rights to Pro D2, the second-tier French rugby league, earlier this year. 

U.S. sports leagues have yet to adopt the same formula, as the price on media deals has continued to climb exponentially. 

However, many have been investing in digital creators. Football creator Deestroying was named a sideline reporter for YouTube’s coverage of the NFL game in Brazil next month, while ESPN tapped YouTuber Kenny Beecham to lead its digital coverage of the 2025 NBA draft.