Professional players are increasingly turning to YouTube to present their own stories, sharing video content that offers a closer look at their routines, interests, and personalities. These uploads range from training sessions to informal moments away from the pitch, giving supporters access that was once filtered through newspapers, broadcasters, or club media teams.
Professional players are increasingly turning to YouTube to present their own stories, sharing video content that offers a closer look at their routines, interests, and personalities. These uploads range from training sessions to informal moments away from the pitch, giving supporters access that was once filtered through newspapers, broadcasters, or club media teams.
One of the most prominent examples is Manchester City and Norway forward Erling Haaland, who recently joined the platform. In one of his early clips, he appeared dressed as Santa Claus while visiting young supporters and handing out gifts, highlighting a lighter side rarely shown in match coverage.
This approach marks a clear move away from traditional storytelling, where journalists shaped the narrative. Instead, players are now producing and distributing their own material, allowing them to define how they are seen beyond statistics and performances.
Video blogs, commonly referred to as vlogs, play a central role in this trend. These longer videos focus on everyday experiences and personal reflections, designed to build a direct and ongoing relationship between the athlete and their audience.
Haaland, who is 25, launched his channel in October 2025 and quickly attracted more than one million subscribers. His uploads include footage from training with Manchester City, moments linked to Norway’s successful World Cup qualification, and aspects of his private life. His debut video, centered on a typical day in his profession and featuring cooking and personal anecdotes, has drawn close to eight million views.
He is far from alone. Cristiano Ronaldo’s channel leads the way in terms of reach, with more than 77 million followers. His content features interviews, behind-the-scenes material, and collaborations with well-known online creators, including MrBeast.
Other active players have also taken different approaches. Tottenham and England midfielder James Maddison uses his channel to document both the physical and mental challenges of recovering from an anterior cruciate ligament injury. Manchester United and England star Ella Toone regularly posts updates from her football and personal life, often working alongside fellow players and digital creators.
Former professionals are part of this movement as well. Ex-Premier League goalkeeper Ben Foster began posting videos in 2020, initially showing matchday footage from a camera placed near his goal. He has since expanded into hosting a video-based podcast. Meanwhile, Jude Bellingham chose YouTube as the home for a documentary detailing his transfer to Real Madrid, bypassing conventional broadcasters.
According to YouTube strategist Seb Losardo, the rise of player-run channels is driven by a desire for both independence and closeness with supporters. By managing their own platforms, footballers can decide how much detail to share and the tone in which their experiences are presented.
Losardo explained that this method allows fans to see players in everyday settings, whether that is at home, during practice sessions, or inside the dressing room. Such access adds background and personality that go beyond what is visible during matches.
Another key factor is changing audience habits. Viewers are spending increasing amounts of time watching creator-led videos and are seeking more genuine, in-depth material. Players have recognized this shift and are choosing to build their presence while still active, rather than waiting until their careers end.
There is also a long-term benefit. While time at the highest level of football is limited, a well-established YouTube channel can continue well into the future, offering players a lasting media platform long after they stop competing.
