Jamie Vardy’s Having A Party lands Bundesliga rights deal
August 28, 2026

By Nik Roseveare



Banijay Entertainment has announced an agreement with the Bundesliga, Germany’s top-flight footbal league securing rights to livestream matches in the UK and Ireland alongside access to Bundesliga archive content across its digital network.

The deal sees Banijay UK and its label Workerbee bring live Bundesliga action to audiences through the Jamie Vardy’s Having A Party YouTube platform. Seven matches from the upcoming 2026/27 season will be broadcast live, with Premier League legend Vardy and guests offering reaction, insight and discussion around some of Germany’s biggest footballing fixtures.


In addition to the live rights package, Banijay Entertainment has secured exclusive digital and social rights around the seven matches, alongside access to select Bundesliga archive content. The archive rights cover YouTube distribution globally (excluding Germany, Austria and Switzerland) and will be managed by Banijay UK Digital and Workerbee, across channels under Banijay Entertainment’s digital sports brand, Players Network. Banijay Rights will also supplement the offering with FAST distribution via the soon-to-be-launched Jamie Vardy’s Having A Party channel, which sits under its operation.

The live package will include a selection of Bundesliga fixtures, kicking-off on August 28th with the season-opening fixture between Bayern Munich and VfB Stuttgart at the Allianz Arena in Munich.

Rick Murray, CEO at Workerbee, commented: “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 growing sports 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,” added 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.”

Since its launch in June, Jamie Vardy’s Having a Party has hit 18 million views across its digital ecosystem.