Why have footballers started their own YouTube channels?

Vlogs, training and behind the scenes - football players are increasingly sharing insights into their lives on video platform YouTube.

Manchester City and Norway striker Erling Haaland is one of the highest-profile footballers to join the platform. His latest video involved dressing up as Santa and surprising young fans with presents.

This content is a shift from 'traditional' media telling the stories to the athletes creating and owning their narratives and personal brands beyond the goals and stats.

Video blogs, known as 'vlogs', are long-form video content which share the daily lives, experiences and lifestyles of a creator in a personal way, to create a direct relationship with the audience.

Haaland, 25, started his channel in October 2025 and has since gained more than one million followers as he shares insights into his life, including training at Man City and Norway's World Cup qualification.

His first video, titled 'Day in the Life of a pro footballer', which showed him cook his own meals and share personal stories, has brought in nearly eight million views.

Which footballers have YouTube channels?

A wide range of footballers have set up personal channels - some for media purposes, others to grow a closer relationship with their fans.

Cristiano Ronaldo's channel has amassed more than 77 million subscribers, posting interviews, behind-the-scenes moments and challenges with prolific content creators such as MrBeast.

Tottenham and England's James Maddison has also created a channel where he has been sharing his physical and emotional journey as he recovers from an anterior cruciate ligament (ACL) injury.

Ella Toone shares regular vlogs of her life as a Manchester United and England midfielder, as well as collaborations with other footballers and content creators.

Former Premier League goalkeeper Ben Foster created his channel in 2020, initially posting videos of his camera set up near the goalpost during matches. He now hosts a video podcast on the platform.

Jude Bellingham used his channel in a slightly different way, releasing his documentary on his move to Real Madrid on the video platform, instead of a more traditional media outlet.

Why have footballers turned to YouTube?

YouTube strategist Seb Losardo told BBC Sport that footballers are creating content for "control and connection".

"This shift is about owning narrative, audience and career longevity. Fans get to see players in their real everyday lives; at home with family, in training, in the dressing room," he said.

"This helps fans understand personality, context and journey, not just performance."

Players "no longer have to reply on traditional media to shape how their story is told."

"On YouTube, they control how they come across, how much context is given, and how they're perceived.

"People engage with the human behind the athlete, rather than a media-managed version."

But why now?

"Audience behaviour has shifted. Fans increasingly spend more time with creator-led content and there's a clear appetite for deeper access and authenticity.

"Players are more aware of the opportunity than ever before. They understand that they can grow a bigger platform if they start now rather than waiting until retirement," Losardo added.

Being a content creator helps players build "long-term media assets".

"Football is a short career, but a strong YouTube presence can last decades."

This article is the latest from BBC Sport's Ask Me Anything team.

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