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
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.
Sports
Growing forfeits in soccer because of ineligible players could spur change to CIF bylaw
Forfeits by high school boys’ soccer teams in the City Section and Southern Section playoffs continued Friday as both sections try to deal with violations of CIF Bylaw 600, which prohibits players from participating in outside leagues during their sports season.
Calabasas pulled out of the Southern Section Division 3 championship because of an ineligible player. Chavez became the sixth City Section school eliminated from the playoffs for using an ineligible player and was replaced by Chatsworth for the City Division I final.
There’s also an allegation about another Southern Section team that could result in another forfeit in the final.
Some high schools thought they had found a solution by not allowing players to play until after their club seasons ended in early December. Cathedral had several players miss its first three games because of several big club tournaments in November and early December.
“You communicate to students and parents,” Cathedral coach Arturo Lopez said. “Unfortunately, there’s more and more academies now.”
Ron Nocetti, the executive director of the CIF, said, “I think we have to have conversations with our sections.”
CIF membership repeatedly has rejected the proposal of getting rid of Bylaw 600. Schools don’t want to have their coaches battling it out weekly with club coaches, which also would place additional pressure on athletes dealing with school work and then having to do double workouts.
The balancing act for students already is tough enough, with the amount of club teams growing in a lot of sports because it’s a lucrative business. The CIF briefly suspended the rule during the pandemic in 2020 but quickly reinstated it.
The problem is club soccer programs are holding competitions in the middle of the high school season, and players, knowing the rule that you can’t play high school and club at the same time, apparently have decided to try to do both with the hope of not getting caught.
This year, they are getting caught. Emails alleging violations started arriving to City Section commissioner Vicky Lagos before the semifinals. If a player is found to have played club, the high school team has to forfeit, and if it happens during the playoffs, the team is eliminated.
Usually the pressure is on schools to make sure rules are not violated, but for Bylaw 600, schools can do everything right and still be punished for a player violating the rule on their own.
Several leagues are expected to present proposals to get rid of Bylaw 600. Nocetti said membership might be open to adopting changes.
“Maybe this is a tipping point for schools saying maybe it’s time to make a big change with the rule,” he said.
Sports
Anthony Richardson free to seek trade after injury setbacks amid Colts’ shift to Daniel Jones
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Anthony Richardson Sr.’s future in Indianapolis faces more uncertainty than ever.
The Indianapolis Colts granted Anthony Richardson, the team that used the fourth overall pick in the 2023 NFL Draft on the quarterback, permission to explore a trade. His agent, Deiric Jackson, confirmed the latest development in the 23-year-old’s tumultuous career to ESPN on Thursday.
Veteran quarterback Daniel Jones beat out Richardson in a preseason competition for the starting job. Jones made the most of another opportunity as an NFL starter, helping the Colts win eight of their first 10 games of the 2025 regular season.
Indianapolis Colts quarterback Anthony Richardson heads off the field after an NFL football game against the Denver Broncos on Sunday, Dec. 15, 2024 in Denver, Colorado. (AP Photo/David Zalubowski)
However, his season was ultimately derailed by an Achilles injury. The setback came two years after he tore an ACL with the New York Giants. The Colts appear ready to move forward with Jones, clouding Richardson’s future in Indianapolis.
Jones is set to become a free agent in March, meaning the Colts must either use the franchise tag or sign him to a new deal. Richardson has started just 15 games in three seasons with the Colts, his tenure largely shaped by injuries.
A shoulder surgery limited Richardson to four games during his rookie campaign, while a series of setbacks cost him four games in 2024.
Indianapolis Colts quarterback Anthony Richardson (5) looks for an open receiver during the game against the Houston Texans at NRG Stadium. (Troy Taormina/Imagn Images)
Richardson suffered what was described as a “freak pregame incident” during warmups last season, landing him on injured reserve after attempting just two passes in two games in 2025. He has thrown 11 touchdowns against 13 interceptions in his NFL career.
Colts general manager Chris Ballard said Tuesday that the vision problems stemming from Richardson’s orbital fracture last October are “trending in the right direction.” He added that Richardson has been “cleared to play.”
Indianapolis Colts quarterback Anthony Richardson (5) celebrates his touchdown against the New York Jets during the fourth quarter at MetLife Stadium in East Rutherford, New Jersey. (Brad Penner/Imagn Images)
Riley Leonard, a sixth-round pick in the 2025 NFL Draft, is expected to return to the Colts next season.
When asked about Richardson’s standing with the Colts moving ahead, Ballard replied, “I still believe in Anthony.”
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