Many of this season's Bundesliga fixtures will be shown in the UK on a very different platform than usual. The league's new rights package has embraced alternative media, with company bosses aiming to reach a wider audience. Mark Goldbridge, a YouTuber who primarily focuses on Manchester United, will show 20 live matches this season in an unusual first.
Goldbridge, whose real name is Brent Di Cesare, is best known as the founder and main presenter of the United Stand channel. His exaggerated reactions to United matches often go viral on social media, especially when the Red Devils lose. The live Bundesliga matches will be shown on That's Football, another channel hosted by Goldbridge with over 1.3 million subscribers.
The idea behind giving Goldbridge the rights to show live fixtures is to offer the same experience as his usual videos, while also permitting fans to watch the match itself rather than just a reaction.
Peer Naubert, chief executive officer of Bundesliga International, told BBC Sport: "Our approach is as diverse as our supporters.
"By combining established broadcasters with digital platforms and content creators, we are taking a progressive step in how top-level football can be experienced.
"This multi-layered strategy allows us to connect with more audiences across the UK and Ireland, giving every supporter the chance to engage with football as it's meant to be in the way that suits them best."
Tonight's season opener between Bayern Munich and RB Leipzig will be shown live on That's Football in addition to the BBC, who have obtained the rights to Friday games for the next two seasons.
Sky Sports will continue to show the biggest game from each round of fixtures on Saturday evenings. They will also provide a detailed highlights package alongside a range of supplementary programmes.
Amazon Prime Video will hold the exclusive rights to all games aired on a Sunday afternoon. It will use a pay-per-view model with no other subscription required.
Some matches will also be aired on The Overlap, a popular YouTube channel fronted by Sky Sports pundit Gary Neville.
Commenting on the deal, he said: "We’re delighted to bring one of the best leagues in the world to The Overlap. Ever since we started this channel, we’ve worked hard to bring viewers something exciting.
"We hope the introduction of live Bundesliga action will create some amazing moments. It’s another step of the journey for us and it wouldn’t be possible without all the loyal support of our audience."