Fox Sports has invested $375 million to bring Tom Brady into the broadcast booth, and the network is keen on showcasing his presence.
Brady, a seven-time Super Bowl champion, made his first appearance as an NFL analyst during Fox’s coverage of the regular-season opener between the Dallas Cowboys and the Cleveland Browns on Sunday. Leading up to the game, the broadcast kicked off with a promotional video celebrating Brady, featuring the studio team expressing their excitement over their new colleague.
When the camera focused on Brady in the Cleveland booth, dressed in a coat and tie, play-by-play announcer Kevin Burkhardt remarked, “You’re a broadcaster, how about that!” Brady was introduced as a “7-time Super Bowl champion,” which is certainly an impressive accolade.
Sideline reporter Erin Andrews informed Dallas coach Mike McCarthy that Brady praised his play calling. Charissa Thompson also mentioned him a few times while providing score updates on the game involving Tampa Bay, another of Brady’s former teams, against the Washington Commanders.
During a separate segment, Burkhardt humorously commented on how he was extra mindful of his hair because there would be more camera angles focusing on the booth. Brady laughed and said, “I do what they tell me. I understand that. I’m still a rookie in here.”
Viewers could tell that Brady was a newcomer to broadcasting. His analysis was certainly knowledgeable but could use more personality—unlike Tony Romo, who often predicts plays, or John Madden, known for his enthusiasm, and even Peyton Manning, who has his signature quarter-zip sweaters that distinguish him from the rest of the former athletes turned broadcasters.
Brady experienced a few awkward moments on-air, including an uncomfortable fist-bump with rules analyst Mike Pereira, and he often referred to players by their first names, showing a rather deferential attitude towards “Coach McCarthy.” He refrained from calling out Cleveland receiver Amari Cooper for a missed catch and instead chose to focus on the positives despite the Browns’ poor performance.
As one user on X tweeted, “Tom Brady is to broadcasting what Michael Jordan was to baseball.” (Though it’s worth noting that Brady, a sixth-round draft pick who started out as a fourth-string quarterback for the Patriots, eventually excelled at his position.)
The game, where the Cowboys led 27-3 midway through the second half, seemed almost like a blowout, which would challenge even an established broadcaster’s ability to keep the audience engaged. However, Brady utilized his experience to maintain interest, stating, “There’s plenty of time left in this game,” referencing his famous comeback from a 28-3 deficit in Super Bowl LI. He added, “Just the margin of error’s slim.”
At one point, Brady advised Browns quarterback Deshaun Watson to pass to a wide-open tight end, but Watson missed the opportunity.
Having played 23 seasons in the NFL and retiring after the 2022 season as the league’s most accomplished player, Brady signed a 10-year contract with Fox Sports, replacing the well-respected Greg Olsen as the lead analyst. He took a year off, which only heightened anticipation regarding his ability to translate his extensive football knowledge into broadcasting.
A promotional spot aired just before the kickoff featured Brady reflecting on his various football roles, questioning why he wouldn’t simply enjoy his estimated $450 million earnings in retirement. “What they’re really asking is why don’t you quit football?’ They don’t understand that you live and breathe for football. Because you’re Tom Freaking Brady,” different versions of Brady said in the ad, adding, “And our football journey isn’t even close to done.”
“Back to work,” the current Brady stated.
With five Super Bowl MVP awards earned in his seven Super Bowl wins—six with New England and one with Tampa Bay—Brady has solidified his legacy as the greatest player in NFL history. He holds several career records, including most wins, playoff victories, passing touchdowns, and passing yards.
Although he faced some controversies during his career, notably during the Deflategate incident that led to a four-game suspension, Brady has typically managed to stay out of the spotlight regarding off-field remarks. However, this new chapter in his life already has its challenges. His simultaneous effort to buy a minority stake in the Las Vegas Raiders limits his access to team facilities, players, and coaches, which could hinder his broadcasting role. Additionally, he must adhere to league rules prohibiting public criticism of officials and other teams, although he is allowed to commentate on Raiders games.
Brady’s much-anticipated debut shifted some focus away from the regular matchup between the defending NFC East champions, the Cowboys—who signed quarterback Dak Prescott to a record-setting four-year, $240 million deal earlier that day—and a Browns team projected to struggle this season. As the Cowboys secured a 33-17 victory, Brady and Burkhardt frequently discussed their budding partnership rather than just the game’s action. In the studio, Michael Strahan named Brady—rather than any player—the biggest winner of the day, sharing a piece of advice he received from a fellow athlete-turned-broadcaster: “You’re going to wake up tomorrow, on Monday morning, you ain’t going to be sore.”
“That,” Brady responded, “I’m very happy about.”
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