Sports
Super Bowl LIX media preview: Tom Brady, record audience, Terry Bradshaw’s future and more
Richard Deitsch and Andrew Marchand are sports media writers for The Athletic. They converse every couple of weeks on sports media topics. This week, they discuss the Super Bowl from a media perspective, including:
- Tom Brady’s Super Bowl broadcaster debut
- Viewership potential for the game
- The future of Super Bowl pregame shows
- Netflix becoming an NFL player
Richard Deitsch: I’m seeing Tom Brady in my sleep given how much this site has written about him over the past five months. But here’s the reality: We both agreed prior to the start of the NFL season that Brady’s debut as a Fox NFL analyst was the biggest sports media story of the NFL season.
My thesis has always been that Brady’s broadcasting year would ultimately be judged by the viewing public on how he performs in the Super Bowl. That’s the final test, but it’s more than a test: It is the football public’s ultimate engagement with Brady in his first year on TV.
We both know that his Fox Sports bosses and sports television executives look at it differently. They will judge him on progress from Week 1 to Week 21. Fox believes he has improved significantly throughout the season.
However, there will be 115 million-plus people watching Brady on Sunday. That is an enormous jury. How do you see this?
Andrew Marchand: I agree, but there are several different audiences for the Super Bowl:
There are the hardcore fans there every week that produce the 15 (million) to 35 million or so viewers for games each week. The more casual fans that begin watching in the playoffs push the numbers into the 40 (million) and 50 million range. Then comes Super Bowl viewers.
The deciders are that first group, as they care much more about the broadcast. The other two groups may have some opinions, but ultimately will likely just be impressed that Brady is on the call.
If he does amazing or has an awful performance, then all three sets will chime in. He is way better than Week 1, but he’s not John Madden just yet.
If he has a “16-for-24, two touchdowns and one interception” performance, I think Fox would take it. They would love “400 yards and five touchdowns,” but I don’t think they will be greedy.
AM: How many eyes do you think will be watching this game?
RD: The current viewership record came last year when an audience of 123.4 million viewers watched the Kansas City Chiefs beat the San Francisco 49ers in overtime. That topped the previous record of 115.1 million viewers for the Kansas City-Philadelphia Eagles matchup two years ago.
Look, there is no Chiefs fatigue; the data does not lie. The AFC Championship Game averaged 57.7 million viewers, the most-watched AFC title game in history. If this game is tight late — and I think it will be — I think we see a new record. Put me down for 124 million. You?
AM: This is a bad omen for Fox — we agree! I’m going 124.5 million viewers and a record.
You are on point on the fact that Chiefs fatigue is overrated. Viewers like the big-name teams, and Kansas City is going for history (three Super Bowl championships in a row) with maybe the greatest quarterback ever.
There may be some hate watching, but the people who have such strong feelings are watching no matter what. The records come at the edges, and I think Fox and the NFL pick that up.
AM: How about the pregame show? You into it? Or a big waste of time?
It could be the last Super Bowl pregame show for Jimmy Johnson and Terry Bradshaw. After two of the last three Super Bowls because of the new TV contracts with the NFL, Fox won’t have the big game for four years as it is NBC (2026), ABC/ESPN (2027), CBS (2028) and then Fox in 2029.
RD: So here is the interesting thing with NFL pregame shows: They continue to draw more viewers than you might think.
For instance, “Fox NFL Sunday” averaged 4.42 million viewers this season. You can make a lot of advertising money off those numbers. I mean, if “First Take” averaged 600,000 viewers over a year they would hold a Rose Bowl parade in Bristol, Conn.
I find the pregame shows increasingly less relevant these days with younger viewers. We also don’t often see them pop on social media, the coin of the realm for young people.
Fox Sports clearly will be bringing in younger staffers soon, but the NFL pregame show often feels like a relic of a different time. I’ll watch because we get paid to watch, but I find it less interesting every year.
RD: One of the things I get asked about from a lot of readers is whether a Super Bowl will ever go behind a paywall where a Netflix buys it.
I don’t think this happens in our lifetime. Now, if you asked me whether I can see a Netflix or Amazon have the divisional playoffs in the next 20 years, I absolutely see it. What about you?
AM: I’m more bullish on this lifetime, but I’d like to know how long that means. Amazon and Netflix are thinking big, global.
The NFL can have Roger Goodell do songs and dances about the fans this and the fans that, but if the digital players offer way more money, I could see Amazon or Netflix having a Super Bowl maybe when the NFL opts out of its current TV deals. I don’t think that is a wild thought in four or five years when those opt-outs happen.
If broadcast TV gets significantly weakened over time, I think the idea of a subscription-based Super Bowl becomes more likely. It really depends on where The Great Rebundling takes place and how strong the networks can continue to be. But in a TV-by-subscription world, it’s hard not to bet on Netflix’s and Amazon’s long-term models for big events if they want more.
(Illustration: Demetrius Robinson / The Athletic; Sam Hodde/Getty Images, Mikayla Schlosser/Kansas City Chiefs via AP, Kara Durrette via AP)
Sports
MLB pitcher Merrill Kelly says California tax rate swayed decision to reject Padres’ free agency offer
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Merrill Kelly will once again be wearing an Arizona Diamondbacks uniform when the 2026 regular season gets underway.
Kelly, who entered the free agent market after pitching in 10 games with the Texas Rangers in 2025, agreed to a deal to return to the Diamondbacks.
Kelly spent the first seven years of his professional career with the Diamondbacks but revealed that he received an offer from the San Diego Padres this offseason. Kelly said his decision to turn down the Padres during free agency centered on California’s higher income tax rate compared to Arizona’s.
Merrill Kelly (23) of the Texas Rangers pitches during a game against the Miami Marlins at Globe Life Field on Sept. 21, 2025 in Arlington, Texas. (Gunnar Word/Texas Rangers/Getty Images)
Kelly agreed to a two-year contract worth an estimated $40 million with the Diamondbacks, according to ESPN. Although the Padres offered a comparable deal at three years instead of two, California’s 13% tax rate on income above $1 million proved a key difference.
“I don’t think it’s any secret on how much money you get taken out of your pocket when you go to California,” the right-hander told “Foul Territory.”
Kelly also has deep ties to Arizona, where he attended high school and played college baseball at Arizona State. He said finding a way back to Arizona “was always the priority.”
Merrill Kelly (29) of the Arizona Diamondbacks looks on before Game Six of the Championship Series against the Philadelphia Phillies at Citizens Bank Park on Oct. 23, 2023 in Philadelphia, Pennsylvania. (Rich Schultz/Getty Images)
While Kelly said he is fond of San Diego, he was unwilling to sacrifice a significant portion of his salary to taxes. “I love San Diego,” Kelly said. “It’s just, like I said, they take too much money out of my pocket, man. The taxes over there are a different level.
“We had my numbers guy run the numbers, and it just made more sense to come home.”
Merrill Kelly (23) of the Texas Rangers looks on during a game against the Philadelphia Phillies at Globe Life Field on Aug. 8, 2025 in Arlington, Texas. (Bailey Orr/Texas Rangers/Getty Images)
Arizona’s state income tax rate is roughly 2.5%. Kelly also joked that he prefers the desert landscape to San Diego’s coastal setting.
“It worked out best for us because that was honestly our second choice,” Kelly said. “It was between here and San Diego going into the offseason. San Diego was really the only place that, if we did go somewhere, that was probably high on our list if we weren’t in Arizona. It’s like, ‘All right, let’s just hop over and take a short, six-hour drive to San Diego.’
“But, yeah, the desert is home. I guess we’re not ocean people.”
In a statement to The California Post, the Padres said the team does “not comment on contract negotiations.”
Acquired by the Rangers in July 2025, Kelly went 12-9 while splitting the season between Texas and Arizona.
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Sports
Prep talk: Councilmember looking into helping fix fire damage at Encino Franklin Fields
The office of Los Angeles City Councilmember Imelda Padilla has begun working with agencies to find a solution to repair infrastructure damage caused by a fire last month that went through a tunnel at Encino Franklin Fields and has limited access to three softball fields used by youth organizations and the high school teams at Harvard-Westlake, Louisville and Sherman Oaks Notre Dame.
The fire on Jan. 22, believed to have been set by a homeless person, took out wooden framing below an asphalt bridge connecting access to a parking lot, making it unusable for safety reasons. Parents have since paid for a temporary scaffold bridge that allows people to traverse the condemned bridge. The parking lot remains out of commission along with handicap access. Notre Dame has not practiced or played games there since, moving to Valley College. Harvard-Westlake and Louisville have resumed practices and games.
The land is owned by the Army Corps of Engineers. The bridge spans a culvert, maintained by the city. The fields are leased.
A spokeswoman for Padilla said in a statement: “Our team has taken the lead in convening City departments and have engaged the Mayor’s Office to help accelerate coordination and solutions. While agencies work through jurisdictional and cost responsibilities, our priority is preventing unnecessary delays and advancing immediate solutions. As damage and improvement needs are evaluated, we are focused on restoring safe access, including exploring a secondary access point to improve parking safety and ADA accessibility for families and field users. Student athletes and families should not bear the burden of administrative complexity, and we are pushing for a coordinated path forward that prioritizes timely repairs and safe access.”
This is a daily look at the positive happenings in high school sports. To submit any news, please email eric.sondheimer@latimes.com.
Sports
USA Rugby to introduce ‘open’ gender category for trans athletes
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USA Rugby, the nation’s governing body for the sport of rugby, announced Friday it will be introducing a new “open” gender division to accommodate trans athletes.
The new rule comes more than a year after President Donald Trump’s “Keeping Men Out of Women’s Sports” executive order and nearly seven months after the U.S. Olympic & Paralympic Committee’s (USOPC) new requirement for all governing bodies to comply with it.
“USA Rugby will now have three competition categories; Men’s Division, Women’s Division and Open Division. The Open Division will permit any athlete, regardless of gender assigned at birth and gender identity, to compete in USA Rugby-sanctioned events, whether full contact or non-contact,” the organization said in a statement.
Cassidy Bargell of the United States passes the ball during a women’s rugby World Cup 2025 match against Samoa at LNER Community Stadium in Monks Cross, York, Sept. 6, 2025. (Michael Driver/MI News/NurPhoto)
The organization’s policy also seemingly allows any hopeful competitors to simply select their gender when registering, with potential vetting by officials.
“Division status will be determined during the membership application and registration process, when an athlete selects the ‘gender’ option in Rugby Xplorer. When applying for membership or registering as ‘Female’ or registering for an event in the Women’s Division, an athlete represents and warrants to USA Rugby that they are Female.”
“This representation creates a rebuttable presumption that the individual’s sex identified at birth was female,” the organization’s member policy states.
Gabriella Cantorna, Ilona Maher and Emily Henrich of the U.S. before a women’s rugby World Cup 2025 match against Samoa at York Community Stadium Sept. 6, 2025, in York, England. (Molly Darlington/World Rugby/World Rugby via Getty Images)
“The determination of whether an individual is Female may be established through records from authoritative sources. Only USA Rugby shall have the right to contest the individual’s Women’s Division status or challenge the presumption of an athlete registered as ‘Female.’”
In July, the USOPC updated its athlete safety policy to indicate compliance with Trump’s “Keeping Men Out of Women’s Sports” executive order.
However, Trump has also pushed for mandatory genetic testing of athletes to protect the women’s category at the upcoming 2028 Los Angeles Olympics amid concerns over forged birth certificates allowing biological males to gain access to women’s sports.
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The USA Rugby goal line flag before a match between the United States and Scotland at Audi Field July 12, 2024, in Washington, D.C. (Scott Taetsch/Getty Images for Scottish Rugby)
USOPC Chief Medical Officer Jonathan Finnoff said at the USOPC media summit in October the SRY gene tests being used by World Athletics and World Boxing are “not common” in the U.S. but suggested the USOPC is exploring options to employ sex testing options for its own teams and that he expects other world governing bodies to “follow suit.”
“It’s not necessarily very common to get this specific test in the United States, and, so, our goal in that was helping to identify labs and options for the athletes to be able to get that testing. And (it was) based on that experience and knowing that some other international federations likely will be following suit,” Finnoff said.
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