BBC partners with Sidemen for first World Cup watchalong

The BBC teamed up with the Sidemen yesterday for its first-ever FIFA World Cup watchalong, bringing creator-led commentary to YouTube and BBC iPlayer just days after ITV moved to stop unauthorised creator streams of Love Island.

The live broadcast accompanied Ecuador's World Cup clash with Germany, with Sidemen members Tobi Brown, Simon Minter, Ethan Payne and Josh Bradley, joined by guests, providing commentary and reactions throughout the match.

The BBC's YouTube stream had attracted more than 39,000 views at the time of writing, with the Sidemen saying they hoped the partnership could eventually extend to England matches if the format proves successful.

"Millions of fans now follow football through creators, streams and social platforms alongside traditional broadcasts," BBC Sport director Alex Kay-Jelski said. "This is about bringing those worlds together."

Sidemen chief executive Victor Bengtsson said the partnership reflected changing viewing habits.

"Football culture has changed. Millions of fans now experience the game together through creators, communities and live digital conversation alongside the traditional broadcasts," he said.

The partnership builds on the BBC's wider push into creator-led programming. Earlier this year, the broadcaster announced plans to commission YouTube-first content and launched deepwatch, a documentary strand aimed at younger audiences.

Founded in 2013, the Sidemen have grown into one of Britain's biggest creator businesses, spanning YouTube, live events, consumer brands and long-form entertainment. The collective launched Sidemen Productions earlier this year and recently saw co-founder KSI depart after 13 years.

The collaboration also comes days after former Love Island contestant-turned-creator Toby Aromolaran claimed ITV had sent him a legal letter demanding he remove archived watchalong streams from Kick, alleging copyright infringement. Aromolaran has built an audience by streaming episodes of the dating show while reacting live alongside guests.

ITV was contacted for comment.