When the FIFA World Cup kicks off in Qatar this week, a slice of British internet culture will be sitting right there in the commentary booth. The BBC has announced a first-of-its-kind collaboration with the Sidemen, the beloved British YouTube collective, to produce a live watchalong for Germany versus Ecuador — bringing the broadcaster's traditional coverage together with one of the largest online communities in the world.
Four members of the group — Tobi Brown, Simon Minter, Ethan Payne, and Josh Bradley — will host a pre-match build-up from 20:45 BST before providing their own commentary and analysis throughout the game on the MoreSidemen YouTube channel. The stream will also be available on BBC Football's YouTube channel and BBC iPlayer, giving viewers two distinct ways to experience the match.
Germany have already secured their place in the knockout stages, while Ecuador can clinch their spot with a win. The game will simultaneously broadcast on BBC One for those who prefer the traditional experience.
The partnership reflects a seismic shift in how audiences consume football. "Millions of fans now follow football through creators, streams and social platforms alongside traditional broadcasts," said Alex Kay-Jelski, director of BBC Sport. "This is about bringing those worlds together."
The Sidemen — founded in 2015 and amassing tens of millions of subscribers across their channels — represent a generation of fans who grew up watching YouTube as much as television. By partnering with the BBC, the collaboration signals a new era where established broadcasters actively seek out digital creators rather than viewing them as competition.
"It's a chance to reach audiences in new ways while still delivering the live action that matters most," Kay-Jelski added.
The watchalong will be available to UK viewers only, with radio commentary accessible on BBC Radio 5 Live and BBC Sounds for those on the move. As the line between online and traditional media continues to blur, this World Cup watchalong may well become a template for how major sporting events engage fans in the years to come.