Fox Sports is committing $375 million to place Tom Brady in the broadcast booth, and the network is making sure everyone knows he’s there.
The seven-time Super Bowl champion debuted as an NFL analyst during the Fox broadcast of the regular-season opener between the Dallas Cowboys and Cleveland Browns on Sunday. His arrival was heralded by a Brady hype video leading into the pregame show, where the studio team couldn’t help but express their admiration for their new colleague.
“You’re a broadcaster, how about that!” play-by-play announcer Kevin Burkhardt exclaimed when the camera cut to the booth in Cleveland. Brady, clad in a coat and tie, made his first live appearance on screen, identified as a “7-time Super Bowl champion.”
Sideline reporter Erin Andrews mentioned to Dallas coach Mike McCarthy that Brady had praised his play-calling. Charissa Thompson acknowledged him with a few shoutouts during score updates on the game between Tampa Bay, one of his former teams, and the Washington Commanders.
Burkhardt joked during another on-screen appearance that he paid extra attention to his hair, anticipating more shots of the broadcast booth.
“I do what they tell me. I understand that,” Brady said with a chuckle. “I’m still a rookie in here.”
To viewers, that was evident. Brady’s commentary was knowledgeable, as expected, but it lacked personality — no Tony Romo-like anticipation of plays, no John Madden enthusiasm, and none of the unique quirks that make Peyton Manning stand out among other former athletes-turned-broadcasters.
There were awkward laughs, a cringeworthy fist bump with rules analyst Mike Pereira, and a lot of calling players by their first names. Brady refrained from criticizing Cleveland receiver Amari Cooper when a pass slipped through his hands in the fourth quarter, finding positives in a poor Browns performance instead.
As one social media user noted, “Tom Brady is to broadcasting as Michael Jordan is to baseball.”
Despite the rocky start, it’s worth remembering that Brady, initially a sixth-round draft pick and fourth-string quarterback for the Patriots, managed to grow into his role as a quarterback just fine.
The challenge was compounded by the game itself, which saw Dallas leading 27-3 early in the second half, a scenario that would test even veteran broadcasters. Brady leveraged his experience, reminding viewers, “There’s plenty of time left in this game,” referencing his famous comeback against Atlanta in Super Bowl 51. On one play, Brady noted that Deshaun Watson should have thrown to an open tight end, a detail the Browns quarterback missed.
Brady retired after the 2022 season, capping a 23-year NFL career as the most decorated player in league history. He signed a 10-year deal with Fox Sports, taking over from the well-regarded Greg Olsen as the network’s lead analyst. Brady’s absence last year heightened the anticipation of whether he could translate his on-field prowess into broadcasting.
A commercial aired just before the kickoff featuring Brady in various football uniforms conversing with his current self, questioning why he didn’t just retire and “lay on a beach getting fat on pina coladas.”
“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,” a series of helmeted Bradys proclaimed. “And our football journey isn’t even close to done.”
“Back to work,” the current Brady concluded.
With five Super Bowl MVP awards among his seven championships — six with New England and one with Tampa Bay — Brady cemented his legacy as the greatest player in league history. He retired holding records for wins, playoff wins, passing touchdowns and yards, among others.
Despite his illustrious career, Brady didn’t face much controversy, with the notable exception of the Deflategate scandal, which led to a four-game suspension. However, Brady rarely made headlines for his statements.
His new career faced a setback as his attempt to purchase a minority share in the Las Vegas Raiders limits his access to team facilities, players, and coaches that other broadcasters enjoy. He also must adhere to league bylaws prohibiting public criticism of officials and other clubs, though he can broadcast Raiders games.
Brady’s much-anticipated debut somewhat overshadowed the game between the defending NFC East champion Cowboys, who signed quarterback Dak Prescott to a record-setting four-year, $240 million contract earlier Sunday, and a Browns team with slim playoff hopes.
As the final 30 seconds of the Cowboys’ 33-17 victory ticked off, Brady and Burkhardt discussed their partnership as much as the game itself. Back in the studio, Michael Strahan proclaimed Brady — not any of the players — the day’s biggest winner. Brady shared some wisdom imparted by Strahan: “You’re going to wake up tomorrow, on Monday morning; you ain’t going to be sore.”
“That,” Brady concluded, “I’m very happy about.”
