REAL Madrid boss José Mourinho, is Football.com TV ambassador.

The new 24/7 global digital network dedicated to the news, stories and debate shaping the premium game, was launched this week.

Taking the always-on model of global news networks and applying it entirely to football, Football.com TV will broadcast on YouTube with no ad breaks and no conventional programming restrictions, built for a global generation of fans who follow football throughout the day.

One of the key figures behind the launch is Mourinho, who will serve as Football.com TV’s global ambassador.

One of the most recognised personalities in world football, Mourinho will help introduce the network, built around knowledge, personality, and strong opinions.

A match has just finished. A manager is under pressure. A transfer story is breaking. A fanbase is celebrating. Another is furious. Someone has an opinion. Someone else thinks it is completely wrong.

Football.com TV is built for that moment. Every moment.

Presenters and contributors across different countries and time zones will take over as the football agenda moves with them. From the Premier League, Champions League, and LALIGA to the biggest clubs, players, managers and stories shaping the premium game, the conversation never has to stop.

Because somewhere, it is always prime time.

Prime time in Johannesburg, Cape Town and Lusaka

In South Africa and across Southern Africa, football is a daily conversation. It is the Soweto derby argued over at work on a Monday, Premier League allegiances passed down through families, and group chats that never quite go quiet.

That conversation has rarely been louder. In a year when Bafana Bafana reached the knockout stage of the FIFA World Cup, South African fans have more to say than ever, and on South African time, Saturday Premier League kick-offs land in the late afternoon and Champions League nights run late into the evening. Football.com TV will be live through all of it.

South African pundits Emilio Hartogh, Jay Mngomezulu and Tanaka Mhundawa are among the voices joining the network. They bring the opinions, humour and loyalties of one of the continent’s most passionate football markets to a global stage, and they will be arguing with fans and pundits in London, Madrid, Lagos and Nairobi in real time.

Elías Gallego, VP of Media, Marketing and Business Development at Sporty Group, said: “South African fans watched their team make history this year on the biggest stage in the game, and they have opinions about all of it.

Football.com TV gives those voices a seat at the biggest table in football, alongside the best of the rest of the world, live, every day.”

A global football network built for the internet

Football.com TV launches as a 100% digital product on YouTube, making the network immediately accessible to a global audience, with plans to expand to other streaming platforms.

Football.com TV is the new television arm of Football.com, expanding a fast-growing football platform with a global community of more than 500,000 followers across its social platforms. Recently, Football.com launched its state-of-the-art LiveScore app on Android, combining real-time scores with innovative features designed around the modern football fan.

With the launch of a major new media venture, owner Sporty Group is extending its investment in sports media into a global digital football proposition.

Gallego added: “Football is global, but traditional football media is still largely built around individual countries, standalone shows and fixed schedules. We think there is another way. A better way.”

Football.com TV starts with a very simple idea: the conversation about football never stops. When Europe and Africa go to sleep, millions of fans elsewhere are waking up.

When one match finishes, another story is beginning. We’ve built a home where that conversation can live continuously, with brilliant people from around the world and with the audience genuinely part of it.”