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Super Bowl LIX media preview: Tom Brady, record audience, Terry Bradshaw’s future and more

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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:

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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?

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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.

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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.

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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.

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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)

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NBA player calls for Hawks to cancel their ‘Magic City’ strip club promotional night out of respect for women

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NBA player calls for Hawks to cancel their ‘Magic City’ strip club promotional night out of respect for women

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An NBA player has taken exception to an Atlanta Hawks promotional night, which is a nod to a famed strip club in the city. 

The Hawks have “Magic City Night” scheduled for March 16 against the Orlando Magic, but a player for neither team isn’t too fond of paying tribute to a strip club, which has been famed for its late-night stories involving athletes, celebrities and more. 

While the Hawks call it an ode to a “cultural institution,” San Antonio Spurs center Luke Kornet shared his displeasure in a letter posted on Medium. 

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Luke Kornet of the San Antonio Spurs reaches for the ball during the third quarter against the Brooklyn Nets at Barclays Center on Feb. 26, 2026 in the Brooklyn borough of New York City.  (Ishika Samant/Getty Images)

Kornet, a nine-year veteran and 2024 NBA champion with the Boston Celtics, called for the Hawks’ promotional night to be canceled later this month, saying that it is disrespectful to women to honor the strip club. 

“In its press release, the Hawks failed to acknowledge that this place is, as the business itself boasts, “Atlanta’s premier strip club.” Given this fact, I would like to respectfully ask that the Atlanta Hawks cancel this promotional night with Magic City,” Kornet wrote in his post.

“The NBA should desire to protect and esteem women, many of whom work diligently every day to make this the best basketball league in the world. We should promote an atmosphere that is protective and respectful of the daughters, wives, sisters, mothers, and partners that we know and love.”

The Hawks boasted about the theme night in its press release, including a live performance by famous Atlanta rapper T.I., a co-branded, limited-edition hoodie and even the establishment’s “World Famous” lemon-pepper chicken wings in the arena. 

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A general view of signage with the State Farm Arena logo on Nov. 14, 2025, outside State Farm Arena, in Atlanta, GA. (Erica Denhoff/Icon Sportswire)

“This collaboration and theme night is very meaningful to me after all the work that we did to put together ’Magic City: An American Fantasy’,” said Hawks principal owner, filmmaker and actor, Jami Gertz, said in a press release. “The iconic Atlanta institution has made such an incredible impact on our city and its unique culture.”

Kornet wrote that allowing the night to continue “without protest would reflect poorly on us as an NBA community, “specifically in being complicit in the potential objectification and mistreatment of women in our society.”

Kornet wrote that “others throughout the league” were surprised by the Hawks’ decision to have this promotional night. 

“We desire to provide an environment where fans of all ages can safely come and enjoy the game of basketball and where we can celebrate the history and culture of communities in good conscience. The celebration of a strip club is not conduct aligned with that vision,” he wrote. 

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Luke Kornet of the San Antonio Spurs defends against the Charlotte Hornets during their game at Spectrum Center on Jan. 31, 2026 in Charlotte, North Carolina. (Jacob Kupferman/Getty Images)

The Hawks have seen good reception for the promotional night, as Tick Pick reported a get-in price was initially $10 for the game and has since skyrocketed to $94. 

Kornet is in his first season with the Spurs, his sixth NBA team, where he has played mainly in a bench role. He averages 7.1 points and 6.5 rebounds per game across 50 contests.

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Shaikin: Clayton Kershaw’s ‘perfect’ ending has one final chapter in WBC

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Shaikin: Clayton Kershaw’s ‘perfect’ ending has one final chapter in WBC

How do you improve on the perfect ending?

Clayton Kershaw stood in the desert heat Monday, wearing a far darker shade of blue than the Dodgers do. He does not need a medal, or a chance to fail. His election to the Hall of Fame will be a formality.

In his farewell year, the Dodgers won the World Series, becoming baseball’s first back-to-back champions in 25 years. He secured a critical out. He bathed in adoration at the championship rally, and he told the fans he would be one of them this year.

“I’m going to watch,” he hollered that day, “just like all of you.”

Four months later, he was back in uniform.

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He wore a dark blue jersey with red-and-white piping. As Team USA ran through its first World Baseball Classic workout, Kershaw participated in pitchers’ fielding practice and shagged fly balls during batting practice. He could have been home with his five kids, and instead he was rushing off the mound to take a throw at first base.

That November night in Toronto, as it turned out, was not the last time we would see him in uniform.

“Feels good,” he said Monday. “I wouldn’t put on a uniform for anything else. This is a special thing.”

He put the World Baseball Classic into red, white and blue perspective.

“It’s a bucket list thing for me,” he said.

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He is either self-deprecating or painfully honest about his capabilities right now, or perhaps a little of both.

The last World Baseball Classic came down to Shohei Ohtani pitching to Mike Trout. This one could come down to Kershaw pitching to Ohtani.

“I think, for our country’s sake, it’s probably better if I don’t,” Kershaw said.

Former Dodgers pitcher Clayton Kershaw fields a ground ball during a workout at Papago Park Sports Complex on Monday.

(Chris Coduto / Getty Images)

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Never say never. Team USA planned to run a tremendous rotation of Tarik Skubal, Paul Skenes, Joe Ryan and Logan Webb, but now Skubal says he will pitch just once in the tournament. Skenes says he’ll pitch twice. Ryan says he won’t pitch in the first round, at least.

Kershaw might be needed beyond the role he was promised: save the team from using the current major league pitchers in blowouts or extra innings.

In 11 career at-bats against Kershaw, Ohtani has no hits. Kershaw won’t duck the assignment if gets it, but he considers it so unlikely he is happy to share his game plan publicly.

“It’s throw it, pitch away, play away, hope he flies out to left,” Kershaw said. “Don’t throw it in his barrel.

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“I can’t imagine, if it comes down to USA versus Japan, with the arms that we have, that I’ll be needed. But I’ll be ready.”

Kershaw’s average fastball velocity dropped to 89 mph last season, but he led the majors in winning percentage. He could eat innings for some team — maybe even the Dodgers, with Blake Snell and Gavin Stone all but certain to be unavailable on opening day.

Dodgers pitcher Clayton Kershaw, right, celebrates with teammates after the Dodgers defeated the Toronto Blue Jays.

Dodgers pitcher Clayton Kershaw, right, celebrates with teammates after the Dodgers defeated the Toronto Blue Jays for the 2025 World Series title.

(Robert Gauthier / Los Angeles Times)

But, even with his success last year and even with the joy of wearing a uniform once again, he insists he isn’t interested in pitching beyond the WBC.

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“I don’t want to,” he said. “You can’t end it better than I did last year. I had a great time last year. It was an absolute blast and honor to be on that team. I think that was the perfect way to end it. Honestly, I don’t know if I would have enough in the tank to pitch for a full season again. I’m really at peace with that decision.

“This is kind of a weird one-off thing, but you can’t really turn down this opportunity. It wasn’t easy to get ready for this, with no motivation for a season, but I actually am in a pretty good spot with my arm. I’ll be fine. If they need me, I’ll be ready.”

Kershaw said he has kept in touch with his old Dodgers teammates, with some connecting on video calls from the weight room or clubhouse at Camelback Ranch. He arrived in the Phoenix area two days before the workout, but he skipped a trip to Camelback Ranch.

“I’ve thought about it,” he said. “I miss the guys. I think it’s probably just better, at least for this first year, for me mentally to just stay away, just for spring training.”

Kershaw said he would be at Dodger Stadium for the championship ring ceremony March 27.

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He is content with what he calls “Dad life.” He and his wife, Ellen, just welcomed their fifth child, and Dad life includes lots of shuttles to baseball and basketball practice.

“I run an Uber service,” Kershaw said.

This wouldn’t be a Dodgers story these days without some reference to the team’s big spending so, for what it’s worth, Kershaw spent some time Tuesday chatting with Skubal, who will be the grand prize on the free-agent market next winter, or whenever the likely lockout might end.

That’s a rational explanation, Kershaw says, for Skubal pitching just once in the WBC.

“Everybody knows the situation he is in, contract-wise,” Kershaw said. “Any innings we can get out of him is a huge bonus to this team. He’s great. Super competitive. We’re honored to have him.”

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Should we assume Skubal will be pitching for the Dodgers next season? Kershaw laughed.

“No comment,” he said, then walked away to get ready for the first game of his post-retirement life.

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Charles Barkley scolds sports fans for getting wrapped up in Olympic hockey frenzy

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Charles Barkley scolds sports fans for getting wrapped up in Olympic hockey frenzy

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Basketball Hall of Famer Charles Barkley sounded off on the frenzied reactions to the U.S. men’s hockey team getting invited to the White House by President Donald Trump.

Trump talked to the Olympic gold medal-winning team immediately after they defeated Canada in overtime last weekend. He said they would be invited to his State of the Union address and added that he needed to invite the women’s team as well or he would be “impeached.”

Charles Barkley sits courtside against the Minnesota Timberwolves during an NBA Cup game at Mortgage Matchup Center on Nov. 21, 2025. (Mark J. Rebilas/Imagn Images)

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Trump critics took the joke as a shot at the women’s team, which sparked questions from NHL and Professional Women’s Hockey League reporters as the players returned to their respective club teams.

“I’m proud of the United States men. I’m proud of the United States women. You should have invited both of them to the White House, but it shouldn’t have been disrespect, misogyny,” Barkley said on the “Steam Room” podcast. “Like, yo, man, why do y’all have to mess everything up? Everything isn’t Democrat, Republican, conservative, liberal. That’s why we got this divided, screwed up country. Stop it man. Because, you know, the public, they’re idiots. They’re fools. They can’t think for themselves. I know y’all say stuff to trigger them. Y’all say stuff and y’all know they’re going to be fools.”

Barkley lamented that the average person would get riled up over the supposed controversy.

The U.S. team poses for a group photo after defeating Canada in the men’s ice hockey gold medal game at the 2026 Winter Olympics. Milan, Italy, on Feb. 22, 2026. (Luca Bruno/AP Photo)

“We don’t have to fall for stupidity. But we do – that’s my point. These people out here are stupid. They need something to trigger them. Just because they want us to be stupid. We don’t have to be stupid. He should have invited both teams to the White House. Simple as that. Guys who didn’t want to go shouldn’t have to explain why they didn’t go.”

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The former Philadelphia 76ers, Houston Rockets and Phoenix Suns star made clear he would go to the White House regardless of whether Trump was in office.

“I’ve said this before, I’m not a Trump guy. But if I got invited to the White House, I would go. I’m not a Trump guy – I want to make that clear. But I respect the office,” Barkley said. “He’s the president of the United States. But if guys don’t want to go, I understand that too. It doesn’t have to be a talking point. It doesn’t have to be un-American.

Megan Keller (5) celebrates with a flag alongside Cayla Barnes (3) of Team United States after scoring the game-winning goal in overtime during the women’s gold medal match against Canada on Day 13 of the Milan Cortina 2026 Winter Olympic Games at Milan Santagiulia Ice Hockey Arena in Milan, Italy, on Feb. 19, 2026. (Sarah Stier/Getty Images)

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“I just wish y’all would stop falling for the stupidity.”

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