Tom Brady is just days away from calling Super Bowl LIX, an event expected to attract over 100 million viewers. As the NFL on Fox analyst, he faced challenges during his rookie season with the network, but has shown improvement in recent weeks as he becomes more comfortable in his role. There are high expectations for him to shine during the Super Bowl, a stage where he has often excelled.
This vision was what Fox had in mind when it signed the legendary quarterback to a 10-year, $375 million broadcast deal, despite criticism from many industry analysts at the time. Two years later, that figure remains significant. The Athletic’s Andrew Marchand spoke to Brad Zager, Fox Sports’ president of production and operations, about the rationale behind Brady’s value: “We work in a multibillion-dollar business,” Zager explained. He emphasized how critical the NFL is for any media company, asserting, “The moment that Tom was available, the importance of the NFL to any media company right now has always been high and probably never higher.” He highlighted that Brady’s ability to attract sponsors and clients makes him an invaluable addition.
Moreover, Marchand noted that the recent reshuffling of high-profile announcers has driven up salaries, especially after Joe Buck and Troy Aikman left Fox for ESPN in March 2022, which left a noticeable gap in star power for NFL on Fox. Zager stated, “We felt like to not ask the question, to not see if you can bring Tom Brady into your network and your brand, would’ve been us not doing our jobs properly.” He further recounted the challenge of approaching Brady, describing it as a “Hail Mary” moment aimed at convincing him to accept a role he hadn’t previously shown interest in.
Brady’s presence lends immediate credibility to Fox’s broadcast team. Zager remarked, “We are dealing with the craziness of this generational announcer shift in our industry,” stressing that credibility is vital. “I don’t know if there is anybody that can do that more than Tom Brady,” he added. One rival network executive echoed this sentiment, stating, “There is only one Tom Brady out there.”
Although Marchand pointed out that Brady’s effect on overall ratings could be minimal—suggesting that the ratings would remain consistent regardless of whether it was Brady, Greg Brady, or Jan Brady at the helm—there was still the incentive to secure “Brady the icon” and “Brady the brand.” Reports indicate that Brady’s involvement has fostered new sponsorships for Fox, engaging in promotions for both college football and IndyCar coverage, and even presenting the trophy for the UFL Championship last year, a league co-owned by Fox.
“The credibility that that gave that league at that moment, I’ll let others put whatever value they want,” Zager concluded. Collectively, these insights make the $375 million over 10 years seem more justifiable.
