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.

Image: Harry Kane in Bundesliga action last season. Pic: Reuters

It's run by Mark Goldbridge, known for passionate but often provocative, punchy commentary about players on streams going viral.

His brand was built by being filmed reacting to watching Manchester United matches.

"People

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