Baller League, the fast-paced six-a-side football competition, has confirmed that its matches will no longer be broadcast on Sky Sports, marking a significant shift in the tournament's UK media strategy since its launch in March 2025.
The competition, which features celebrity and star managers such as England international Chloe Kelly alongside YouTube personalities KSI and Angry Ginge, will now rely solely on Twitch, YouTube and TikTok to reach its audience. BBC Newsbeat confirmed that the deal with Sky Sports had not been renewed, a development first reported by the Guardian.
Baller League chief executive Felix Starck addressed the change, rejecting any characterization that the league had been dropped by the broadcaster. He described the Sky partnership as a secondary element of the league's overall approach rather than its foundation.
"We're not dependent on a traditional broadcaster to deliver an audience to us; we reach our audience directly," Starck said in a statement.
According to Starck, more than 90% of Baller League's viewership comes from online platforms, and overall viewing figures have grown by roughly two-thirds season-on-season. Figures show the league's second season generated approximately 9.1 million YouTube livestream views, which grew to around 12 million in its third season—an increase of about 32% on that single platform alone. Notably, these numbers do not include viewership data from TikTok or Twitch, which were not readily available.
Starck suggested that despite Sky's position as the UK's largest sports broadcaster, its audience does not align with the demographic Baller League is targeting. He has previously claimed—though it remains difficult to independently verify—that the format resonates more strongly with viewers aged 16 to 28 than the Premier League does. He has also emphasized the league's affordability, including free access to matches without requiring a paid subscription, as key selling points for the brand.
For its part, Sky Sports declined to comment publicly on the end of the arrangement. However, sources indicate the broadcaster was satisfied with the audience figures and social media engagement generated by Baller League, and that the partnership simply reached its natural conclusion rather than ending due to dissatisfaction.
The six-a-side format, which originated in Germany before expanding to the UK, is built around fast-paced 30-minute matches featuring a mix of former professional players, content creators and emerging talent, incorporating various twists on conventional football rules.
Among the league's dedicated fanbase is 21-year-old Freddie Rippingale, who told BBC Newsbeat he supports Starck's outlook and believes the competition can thrive without a Sky Sports deal. Rippingale, who follows matches primarily on YouTube, said most fans in his circle do the same or watch via Twitch.
"Six-a-side football doesn't get enough credit for how fast-paced and good it actually is," Rippingale said. "Some people don't give it the time to understand the rules and get to know it. But I love it and I won't have a bad word said about it."
While confident the loss of the Sky partnership won't damage the league's prospects, Rippingale argued that Baller League must continue evolving to attract new audiences. He specifically pointed to the potential for a women's version of the competition.
"A women's Baller League would be so good," he said. "I know so many semi-pro women's ballers that would thrive. Chloe Kelly's already one of the managers in Baller League. Get her involved."
Based on reporting from BBC Sport.