Media and leisure group, Banijay Entertainment, in the present day broadcasts an settlement with the Bundesliga, Germany’s high soccer division, securing rights to livestream matches within the UK and Ireland alongside entry to Bundesliga archive content material throughout its digital community.
The deal sees Banijay UK and its label Workerbee deliver reside Bundesliga motion to audiences via the quickly rising Jamie Vardy’s Having A Party YouTube platform. Seven matches from the upcoming 2026/27 season might be broadcast reside, with Vardy and visitors, providing response, perception, and dialogue round a few of Germany’s largest footballing fixtures.
In addition to the reside rights package deal, Banijay Entertainment has secured unique digital and social rights across the seven matches, alongside entry to pick Bundesliga archive content material. The archive rights cowl YouTube distribution globally (excluding Germany, Austria and Switzerland) and might be managed by Banijay UK
Digital and Workerbee, throughout channels underneath Banijay Entertainment’s digital sports activities model, Players Network. Banijay Rights will even complement the providing with FAST distribution by way of the soon-to-be-launched Jamie Vardy’s Having A Party channel, which sits underneath its operation. The reside package deal will embrace a number of premium Bundesliga fixtures, kicking-off on Friday 28 August with the season-opening fixture between Bayern Munich and VfB Stuttgart.
Rick Murray, CEO, Workerbee says: “Fans don’t just want to watch football anymore, they want to experience it with the people they already know and trust. 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. This deal acts as another major step for Banijay Entertainment’s growingsports offering, which combines brilliant talent, premium football, and plenty of ways to watch. The only thing we can’t promise is fewer arguments about VAR.”
“Our approach is as diverse as our fans. Football audiences are changing, and there is no single way in which people want to experience the Bundesliga. Our job is to understand each market, work with the right partners and build a distribution model around how fans actually consume football there,” mentioned Peer Naubert, Chief Commercial Officer of Bundesliga Media. “The UK and Ireland is a great example of that approach. Last season, our collaboration with YouTube showed the potential of creator-led coverage, particularly in reaching younger audiences. Renewing that partnership and adding Jamie Vardy gives fans another distinctive way to experience the Bundesliga, alongside our established broadcast, streaming and digital partners.”
The information aligns with Banijay Entertainment’s broader ambitions on this house, following the launch of Banijay Sports, a division devoted to broadening the corporate’s efforts in sportainment, documentary, digital, reside occasions, reside internet hosting,creator financial system, and scripted, by way of new partnerships, content material investments, and M&A.
Earlier this yr, the corporate unveiled Players Network – powered by Banijay Entertainment, an overarching digital sports activities model to deal with daring, character–pushed, social–first sports activities leisure codecs, alongside its first title Jamie Vardy’s Having a Party, from Banijay UK label Workerbee. Since launch, Jamie Vardy’s Having a Party has hit 18 million views throughout its digital ecosystem.
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