Jamie Vardy's Having A Party Lands Bundesliga Rights Package
Media and entertainment group, Banijay Entertainment, today announces an agreement with the Bundesliga, Germany’s top football division, 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 rapidly growing Jamie Vardy’s Having A Party YouTube platform. Seven matches from the upcoming 2026/27 season will be broadcast live, with 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 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 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,” said 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 news aligns with Banijay Entertainment’s broader ambitions in this space, following the launch of Banijay Sports, a division dedicated to broadening the company’s efforts in sportainment, documentary, digital, live events, live hosting, creator economy, and scripted, via new partnerships, content investments, and M&A.
Earlier this year, the company unveiled Players Network – powered by Banijay Entertainment, an overarching digital sports brand to house bold, personality-driven, social-first sports entertainment formats, 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 across its digital ecosystem.
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About Banijay Entertainment
Launched in 2008, media and entertainment powerhouse Banijay Entertainment (inclusive of Banijay Live) is home to over 130 creative companies across 25 territories and delivers an average 16,000 hours of content and 3,000 live events globally each year. An innovative leader, in 2025 alone, it launched 250+ new non-scripted titles, 100+ scripted titles, 80+ shows on streaming platforms, 30 formats active in more than 3+ territories.
A home for today’s storymakers, and the creative pioneers of tomorrow, the business puts creators first, uniting the best creative minds to shape the next generation of entertainment. The masters of superbrands like MasterChef, Big Brother, and Survivor, scripted icons like Peaky Blinders and Black Mirror, and live spectacles including the Olympic opening and closing ceremonies, the business nurtures ideas at scale, defining culture and inspiring audiences worldwide. Its latest standout titles include Good Luck Guys, El Jardinero, Shaolin Heroes, House of Guinness, The Summit, The Culpa Trilogy, Let’s Play Ball, Fear Factor: House of Fear and The Fifty among others.
Built on independence, creative freedom and pioneering entrepreneurialism, Banijay Entertainment and live events business, Banijay Live, under the direction of Chief Executive Officer, Marco Bassetti, have collectively grown to reach €3.3bn in revenues and €544m in EBITDA (2025).
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