It may not be a big seller in the US, but across the pond, Marmite is a yeast-based spread. and A template to show how something completely divides opinion.
Even manufacturers are incorporating the idea into their marketing. Love it or hate it. The salty, tar-colored paste is either going to delight people or make them grimacing with nausea (in theory). U.S. viewers of Fox’s Euro 2024 coverage can relate.
The network is embarking on a “summer of soccer” by acquiring rights to the European Championships and Copa America across its channels (Fox, Fox Sports 1 and 2), and on Sunday announced it had also agreed a deal to broadcast the Women’s Euros next summer.
They are working at full speed on the news, with millions of viewers eager to watch the thrilling action of the Euros group stage during the day and the fierce battles between the top South American teams at night.
Starting Sunday, the Euros’ broadcasts averaged 1.15 million viewers across Fox and Fox Sports 1, a 30 percent increase over the comparable U.S. viewership for the 2021 tournament, the networks said. For the Copa America, viewership was 1.25 million, a staggering 453 percent increase over the last tournament three years ago (and partly thanks to the performance of Lionel Messi).
Fox didn’t broadcast every game; the company sublicensed five of the group stage games to Fubo, a premium streaming service, which some viewers felt led to less-than-optimal moments: Fubo’s opening broadcast omitted the game clock and score counter, and another broadcast showed banners that distracted from score updates in other sports, such as baseball.
But it is the role of controversial former US men’s national team player Alexi Lalas that has divided viewers: the 54-year-old is known for being outspoken and regularly offers harsh opinions, and his blunt style can sometimes be a source of friction.
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Before each match and at half-time, Lalas will appear on a studio panel with former Liverpool and England striker Daniel Sturridge and other analysts on an impressive line-up of names, including former Italy defender Giorgio Chiellini and Euro 2019 winner Manchester United and Denmark legend Peter Schmeichel. The show will be hosted by British broadcaster Jules Breach.
Early exchanges between Lalas and Sturridge became social media memes, and Sturridge’s expressive reactions to the American’s outbursts and interruptions – sidelong glances and discreet grimaces – made for some great X-rated video clips.
“There’s an embarrassment of talent on this team, a wealth of ability. Understand that.” 😳🏴Alexi Lalas A bit about the current situation with England and Gareth Southgate ⬇️ pic.twitter.com/B7wfM1dWRw
— FOX Soccer (@FOXSoccer) June 20, 2024
In a slamming of manager Gareth Southgate after England’s dismal draw with Denmark, Lalas said: “To quote the great Justin Timberlake, it’s been a rough week, ‘keep whining’.”
“What’s the word you guys use over there? Are you complaining? “This bullshit that’s going on right now is totally ridiculous. There’s an embarrassment of talent on this team, an abundance of ability. Understand that. If you’re the manager of this team and you come to the tournament and you don’t understand that, that’s on you.”
Cut to Sturridge’s bemused smile.
Hello sunshine. TGIF. What are we whining about? pic.twitter.com/TYkCAAkIST
— Alexi Lalas (@AlexiLalas) June 21, 2024
Lalas is certainly fired up; whether you think it’s rude is a matter of taste. In the same broadcast, he also booed Chiellini when he suggested Southgate was unlikely to step up England’s attacking power in the second half.
Then there’s the jarring sponsored “first-half creative moments,” a clumsy slice of analysis set to a rock soundtrack. Lalas’ comments about Kyle Walker, who assisted Harry Kane’s goal against Denmark, were basically yelling out cliches like “pickpocket” and “watch out for the blind spot.” He’s loud. He’s cocky. And, maybe, he’s stereotyped.
“I’m in the entertainment industry,” Lalas said. Athletic “Sometimes people cringe when I say that,” Adam Crafton said in an interview last week. “I’m not saying that I can’t be authentic and sincere, but I recognize that how I say something is just as important as what I say.”
“When I go on TV, I put on a costume and when the red light comes on, I don’t want you to change the channel. I don’t care if you like me or not. I try to be as human as possible, with the realization that on TV things have to be bigger and bolder.”
Lalas played 94 games for the USMNT (Roy Rochlin/Getty Images for Hashtag Sports)
There are moments of genuine insight: Lalas, after all, has played 96 times for his country and reportedly speaks four languages.
Re-watching his game after England’s 0-0 draw with Slovenia on Tuesday added a bit of perspective to his take on another mediocre performance from Southgate’s side.
“What we’re seeing is a ‘survive and progress’ attitude,” he says. “The mentality is totally different between group stage and knockout stage. Nobody looks at it or puts it in a time capsule. At the end of the day, it’s the results that matter most.”
Lalas was not alone in the occasional awkward moment. When neither Kane nor Conor Gallagher could connect with Kieran Trippier’s cross against Slovenia, Sturridge said: “Just a few inches… five inches.” There was silence for half a beat before Schmeichel burst out laughing at the break.
Fox’s Euros coverage wasn’t the only show to offer colorful moments: Former US women’s national team star Carli Lloyd was a regular guest on the Copa matches, but viewers criticised her for including Christian Pulisic alongside all-time greats like Diego Maradona and Messi.
You guys should relax and stay calm. Messi has always been and always will be in a league of his own. We will never see players like Pele, Maradona or Messi again. There are other stars who could shine in these tournaments. Bellingham, Pulisic, Musiala, Vinicius Jr. I will not tolerate any rants…
— Carli Lloyd (@CarliLloyd) June 22, 2024
At the very least, the in-match commentary team is far more cohesive. In England’s opening game against Serbia, the regular duo of Ian Dark and US star Landon Donovan fed off each other, with Dark bringing experience and authority and Donovan providing cutting-edge insight. Donovan reported the startling statistic that playmaker Phil Foden had made more passes to goalkeeper Jordan Pickford at Euro 2024 than Kane had.
There were other amusing moments in Fox’s coverage.
“I do a lot of post-game interviews, but I’ve never done anything like this.”
Great moment for Peter Schmeichel and his son Kasper ❤️ Follow | Follow pic.twitter.com/WsfW6tBdFy
— FOX Soccer (@FOXSoccer) June 20, 2024
Whether it be Schmeichel interviewing his son Kasper, the current Denmark goalkeeper, and giving him a proud fatherly embrace after the England game, or Chiellini leaping for joy after Italy scored a crucial late equaliser against Croatia.
For the most part, when Lalas isn’t lecturing Sturridge, everyone seems to be having a good time. What about the viewers? Maybe some are, but without an alternative broadcaster, viewers don’t really have a choice not to tune in.
One thing is for sure: anyone who finds this glitzy, bombastic extravaganza of football too much for their tastes might want to get used to it. Fox also owns the rights to Euro 2028.
(Top photo: Roy Rochlin/Getty Images, courtesy of Hashtag Sports)
