Last week Man City and England ace, Raheem Sterling, launched his official YouTube channel with help from one of YouTube’s biggest celebrities, KSI. Sterling has already amassed over 165,000 subscribers and his two videos, both featuring KSI, have been viewed more than 2 million times.

The launch of Sterling’s new channel opens a new revenue stream for the speedy winger, offering sponsors the chance to collaborate with him on the channel for their activation campaigns.

The channel launch also shows the cultural shift and how influential YouTubers are in the Information Age. The fact that a Premier League footballer has used KSI to help launch his channel and boost his following highlights the level of recognition YouTubers have all over the globe.