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The growing popularity and reach of the Premier League globally is leaving rival European football competitions struggling to compete.
Not only to find an audience, but to find outlets to even show the matches.
So German football had to think differently – going to where Gen Z is engaging with football through content creators.
And that’s why tonight, Harry Kane’s Bayern Munich will begin their defence of the Bundesliga title live to 1.4 million subscribers on the That’s Football channel on YouTube.
It’s run by Mark Goldbridge, known for passionate but often provocative, punchy commentary about players on streams – often going viral.
His brand was built by being filmed reacting to Manchester United matches.
“People need to appreciate that we have a certain content style, and that’s very, very popular,” Goldbridge told Sky News.
“That is an area that needs to be catered [to] and that’s why, without the rights, we’ve had such big, big audiences.”
Goldbridge revealed he isn’t paying to show his 20 Friday night matches this season – reinforcing how the Bundesliga struggled to find a buyer in Britain.
Sky Sports previously had a four-year rights deal to exclusively show those German matches here, but will now only show the prestige Saturday evening slot live.
Bundesliga teams Eintracht Frankfurt and RB Leipzig during their match in April. Pic: Reuters
European leagues are finding it increasingly difficult in this market to sell their rights because domestic football is so dominant and appealing.
The focus of football budgets is on domestic games for Sky as well as Discovery-owned TNT Sports, which also focuses its European football coverage on men’s continental competitions, including the Champions League.
More Premier League matches will be shown…
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