The new agreement will see The Football League’s online arm FL Interactive – which includes clubs from across The Football League, Premier League and non-league game - endorse Birmingham City's Official YouTube Channel
, allowing for a wider range of content.
Blues launched their new-look approach to the service during the pre-season tour to Ireland, including match highlights, training footage and exclusive features. The Official YouTube channel will continue to give supporters behind-the-scenes access to the club throughout the season with previews, highlight packages and reviews of every first-team fixture - as well as weekly shows and features, such as Blues Focus (see below).
Speaking about the partnership, digital media manager Chris Alcock said: "Providing supporters with additional, free-to-view, content was always part of our plan for this season, so the partnership between the Football League and YouTube has come at the perfect time.
"Our approach to YouTube is aimed to sit alongside our flagship content - extended match highlights and live commentary - which is available through Blues Player."
Blues' channel has already amassed over 430,000 views and gained around 2,000 subscribers in little over two months.
The new channel, which will be available globally, will also feature co-productions with established YouTube partners in the sport, music, entertainment and gaming spheres that will enable clubs to interact with an ever wider audience.
The Football League’s chief commercial officer, Richard Heaselgrave said: “This is completely new territory for The Football League and fits with our vision of entertaining fans seven days a week, 365 days a year rather than for just ninety minutes every Saturday.
“To do this we are investing in new resources and platforms to deliver better, more diverse content to fans when and how they want it.
“This new agreement is a crucial element of that strategy as it gives clubs a truly global platform from which to engage with both new and existing fans through regular, creative and original programming.”
Stephen Nuttall, senior director, YouTube Sports EMEA: “A partnership with The Football League, notably during its 125th Anniversary season, will expand the fast growing range of football content that YouTube's viewers the world over can enjoy. The Football League and clubs in its FLi network will provide entertaining, fresh and fun content, including match highlights and news, throughout the week”.