Fox’s coverage of Euro 2024 is dividing opinions. Should we love it or hate it?

Marmite may not be a big seller in the US, but across the pond it is both a yeast-based spread And a prime example of how something can completely divide opinions.

Even the manufacturers have adopted the idea for their marketing – you either love it or hate it. The salty, tar-colored paste either triggers delight or gags and grimaces (or so the theory goes). In the US, viewers of Fox’s coverage of Euro 2024 might relate to it.

The broadcaster is enjoying a “summer of football” and has secured the rights to broadcast the European Championship and the Copa America on its channels (Fox, Fox Sports 1 and 2). On Sunday it announced that it had also signed a deal to broadcast the Women’s European Championship next summer.

They have gone full throttle with their reporting. During the day, the thrilling dynamics of the European Championship group phase, at night, a duel between South American heavyweights. The viewers devoured it in droves.

As of Sunday, Euro coverage on Fox and Fox Sports 1 reached an average of 1.15 million viewers – 30 percent more than the corresponding US viewership for the 2021 tournament, according to the broadcaster. The Copa America reached 1.25 million – a staggering (and partly fueled by Lionel Messi) increase of 453 percent from the last edition three years ago.

Fox did not show every game. Five of the group matches were sublicensed to streaming subscription service Fubo. Some viewers felt this led to suboptimal moments. Fubo’s opening broadcast lacked a game clock and scorekeeper, while another broadcast featured an intrusive banner with score updates from other sports such as baseball.

But it’s the role of controversial former USMNT player Alexi Lalas that really divides viewers. The outspoken 54-year-old is never at a loss for a hot idea and his brash style can cause friction.

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Lalas is joined in the studio chat before each game and at half-time by former Liverpool and England striker Daniel Sturridge and a rotating cast of other analysts. There are some impressive names among them. Former Italian defender Giorgio Chiellini was there, as was Manchester United and Denmark legend Peter Schmeichel, both European champions. The host is British broadcaster Jules Breach.

Early interactions between Lalas and Sturridge became social media memes, with the latter’s expressive response to some of the American’s outbursts and interruptions – all sideways glances and subtle frowns – making for great clips on X.

“The wealth of talent this team has. Find out.” 😳🏴󠁧󠁢󠁥󠁮󠁧󠁿@AlexiLalas has some words about England and Gareth Southgate’s current state ⬇️ pic.twitter.com/B7wfM1dWRw

— FOX Soccer (@FOXSoccer) 20 June 2024

During a tirade against Gareth Southgate following England’s dismal draw with Denmark, Lalas said: “To quote the great Justin Timberlake, who has had a hellish week: ‘Go ahead and cry!’

“What’s the word you’re using over there? Whine? This whining that’s going on right now is absolutely ridiculous. The amount of talent that’s on this team is embarrassing. Figure it out. If you’re the manager of this team and you come to the tournament and you haven’t figured it out yet, that’s on you.”

Cut to Sturridge’s confused smile.

Hello, sunshine. TGIF. What are we complaining about? pic.twitter.com/TYkCAAkIST

— Alexi Lalas (@AlexiLalas) 21 June 2024

Lalas is certainly effusive. Whether you find that rude or not is a matter of taste. On the same programme, he booed Chiellini when the latter suggested that Southgate was unlikely to increase England’s attacking strength in the second half.

Then there’s the shocking sponsored segment “Creative Moment of Halftime,” a clumsy analysis with a rock soundtrack. Against Denmark, Lalas’ description of Kyle Walker’s assist for Harry Kane’s goal consisted essentially of shouting cliches like “pickpocket” and “watch your blind side.” He’s loud. He’s cheeky. And he may play to his style, too.

“I’m in the entertainment business,” said Lalas The athletics Adam Crafton in an interview last week. “When you say that, sometimes people cringe. I’m not saying that I can’t be authentic and honest. But I recognize that the way I say something is just as important as what I say.”

“When I’m on TV, I put on a costume and when the red light comes on, I don’t want people to change the channel. I don’t care if you like me or not. I’m as human as I can be and am aware that things have to be bigger and bolder on TV.”

Lalas played 94 times for the USMNT (Roy Rochlin/Getty Images for Hashtag Sports)

But there are also moments of real insight. After all, Lalas played 96 times for his country and reportedly speaks four languages.

When I watched him again on Tuesday after England’s 0-0 draw with Slovenia, he added a new perspective to his view of what was yet another poor performance by Southgate’s team.

“A lot of what we see is ‘survive and move on,'” he says. “There’s a very different mentality in the group stage than in the knockout stage. Nobody is going to watch it or put it in a time capsule. Ultimately, the result is what matters.”

Lalas is not the only one who experiences occasional embarrassing moments. After neither Kane nor Conor Gallagher can convert a cross from Kieran Trippier against Slovenia, Sturridge says: “It’s only centimeters… five centimeters.” There is half a moment of silence, Schmeichel laughs loudly and then they pause.

It wasn’t just Fox’s Euro coverage that provided colorful moments. Former USWNT star Carli Lloyd is a regular guest at Copa games and she was criticized when some viewers felt she had added Christian Pulisic to an equally long list of all-time greats such as Diego Maradona and Messi.

You all need to relax and unwind. Messi was and always will be in a class of his own. There will never be another Pele, Maradona or Messi. There are other stars who could shine in these tournaments. Bellingham, Pulisic, Musiala, Vinicius Junior. I will not tolerate any insults…

— Carli Lloyd (@CarliLloyd) 22 June 2024

At least the commentary teams’ offerings during the games were much more consistent. In England’s opening game against Serbia, regular duo Ian Darke and USMNT icon Landon Donovan worked well together. Darke brought experience and authority, while Donovan brought current insights. The latter pointed out an alarming statistic: playmaker Phil Foden has thrown more passes to goalkeeper Jordan Pickford at the 2024 European Championship than to Kane.

There were other encouraging moments in Fox’s coverage.

“I give a lot of interviews after games, but I never do this.” 😍

This moment between Peter Schmeichel and his son Kasper is the best ❤️ @Pschmeichel1 | @kschmeichel1 pic.twitter.com/WsfW6tBdFy

— FOX Soccer (@FOXSoccer) 20 June 2024

Schmeichel interviews his son Kasper, the current Danish goalkeeper, and hugs him like a proud father after the England game. Or Chiellini jumps up and can’t hide his joy after Italy scores a last-minute equaliser against Croatia.

Most of the time, when Lalas isn’t lecturing Sturridge, it looks like everyone is having a good time. And the viewers are having a good time too? Maybe some are having a good time, but without an alternative channel they don’t really have the option to not tune in.

One thing is certain: if you can’t stand this colorful, flashy football festival, you’d better get used to it. Fox also owns the rights to the 2028 European Championship.

(Top photo: Roy Rochlin/Getty Images for Hashtag Sports)