"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."
Footballers are increasingly creating YouTube channels to share vlogs, training, and behind-the-scenes content that reveal personal routines and build closer fan relationships. High-profile players like Erling Haaland launched channels that showcase training sessions, personal stories, and community moments such as surprising young fans. Channels can rapidly attract large audiences; Haaland gained over one million followers and nearly eight million views on an early video. Other players including Cristiano Ronaldo, James Maddison, Ella Toone, and Ben Foster use the platform for interviews, injury-recovery updates, collaborations, and podcasts. Vlogs shift narrative control from traditional media to athletes, allowing direct communication and personal brand development.
Read at www.bbc.com
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