US viewers will experience a different tone for the 2018 World Cup as Fox Sports takes over broadcasting rights from ESPN. Fox won the bidding war in 2011, paying $1bn alongside Telemundo for the 2018 and 2022 tournaments – more than double the previous deal. With the US men's team failing to qualify, Fox has doubled down on gimmicks to attract viewers, but early signs suggest the approach may backfire.
Fox's promotional material has drawn criticism for its focus on non-participating stars like David Beckham and Wayne Rooney, while current talents such as Mohamed Salah and Kevin de Bruyne receive minimal screen time. The network described the World Cup as a 'fist fight for the championship of the planet', a boxing analogy that seems misplaced for a football tournament.
On its website, Fox has featured segments asking pundits like Alexi Lalas and Rob Stone about potential gimmicks akin to the vuvuzela or Icelandic clap, rather than focusing on the sport itself. A guide to 'phenoms' included players not even at the tournament, such as US defender Kellyn Acosta and Senegal's Alhassane Sylla, who is not in his country's squad.
However, Fox's announcement of its broadcast team includes six British commentators, offering a more traditional football perspective. The network has also promised lavish production values, with a photo shoot of its presenters in cocktail attire. Despite these efforts, the absence of the US team and the perceived lack of football knowledge may hinder Fox's ability to engage American audiences.
