Fox’s Streaming Gamble: Tom Brady’s Role in the Tubi-Powered NFL Experience for 2025

Fox Sports shook up the traditional broadcasting model in 2025 by delivering NFL content—most notably Super Bowl LIX—via its free, ad-supported streaming platform, Tubi. At the heart of this strategic shift stands Tom Brady, who's massive $375 million, 10-year broadcasting contract made him the new face of the network’s live sports experience. This article takes a deep dive into every critical element of Fox’s bold pivot to streaming, highlighting how Brady’s involvement, industry reception, viewership figures, and platform innovation are reshaping how fans experience football.

First Super Bowl on Tubi

In 2025, Fox became the first major U.S. broadcaster to livestream a Super Bowl on a free, ad-supported streaming service. Super Bowl LIX was delivered entirely through Tubi in stunning 4K resolution, requiring only a simple account sign-in—completely unauthenticated and at no cost. This moves redefined access to one of the country’s biggest sporting events and marked the first time a national sports final aired exclusively through a FAST (Free Ad-supported Streaming TV) platform. Complementing the game was a unique Tubi-hosted Red Carpet pre-show and curated pop-culture content before and after the matchup, enhancing the experience for digital-first viewers.

Tom Brady’s Dual Role

Tom Brady is not just narrating plays from the booth—he is the anchor of Fox’s entire sports identity in this streaming evolution. Under his $375 million, 10-year deal, Brady has taken on a dual role: on-air lead commentator and prominent promoter of Tubi’s live sports offering. During Fox’s 2025 upfront event, Brady personally introduced the expanded NFL broadcast slate , highlighting the network’s commitment to delivering 11 NFL doubleheaders. With Brady's name recognition and credibility, Fox seamlessly bridges traditional television audiences with younger digital consumers.

Streaming as a Strategic Counter

Fox’s pivot to streaming via Tubi is more than a tech shift—it is a full-on competitive strategy against heavyweights like Netflix and Amazon Prime Video. While other platforms demand monthly fees, Fox aims to widen its audience by going the free route, using NFL coverage as the primary driver. Brady’s involvement is instrumental here. His brand power helps position Tubi as a premium live sports provider without charging a dime. This strategic shift does not just challenge rivals on accessibility; it redefines how sports monetization can evolve in an ad-first world. The move complements Fox’s yet-to-launch “Fox One” platform, designed to expand its streaming footprint even further. When it comes to streaming fantasy football adp which aligns perfectly with Brady’s reach into both real and fantasy football audiences, drawing engagement from fans who care about Advanced Draft Position insights and in-game stats.

Tom Brady as an Active Advocate

Brady’s role has extended far beyond the broadcast booth. As Fox’s front-line ambassador for the Tubi platform, he has actively championed the accessibility of the NFL on the service and used his presence at Fox’s 2025 upfront presentation to reinforce the strategic direction. Whether in ad campaigns or interviews, Brady has consistently emphasized the importance of free, high-quality sports content. This hands-on involvement from a seven-time Super Bowl champion provides credibility that few digital platforms can match and helps win over skeptical fans accustomed to traditional cable viewing.

Lachlan Murdoch’s Vision

Fox Corporation CEO Lachlan Murdoch played a pivotal role in framing Tubi’s broadcast of Super Bowl LIX as a strategic cornerstone. For Murdoch, the push toward free, ad-supported content was not just a short-term play—it was about redefining audience growth, reach, and long-term monetization in a fractured media ecosystem. By championing this move publicly, Murdoch helped legitimize streaming-first initiatives internally and externally, using the Super Bowl as a headline-grabbing launchpad.

Leadership at Fox Sports

Behind the scenes, Fox Sports executives were the driving force behind executing this transition. They not only greenlit the Tubi livestream of Super Bowl LIX but also invested in creating original content, such as the Tubi Red Carpet show. This was not a token experiment—it was an aggressive reconfiguration of Fox’s sports distribution model. Their strategy embraced Tubi’s design as a FAST platform to blend live sports with pop-culture programming, turning passive viewers into loyal users.

Viewer Engagement Numbers

Despite the novelty of the platform, the Tubi stream of Super Bowl LIX attracted approximately 13.6 million viewers. This figure represents about 10–11% of the total Super Bowl audience, a staggering number considering Tubi’s recent emergence as a household name. These numbers suggest meaningful adoption, particularly among cord-cutters and younger viewers who prioritize flexibility and free content. Tubi’s data collection showed strong engagement, validating the network’s gamble on streaming during such a high-stakes broadcast.

Public Reaction and Cord-Cutting Culture

The public responded enthusiastically to the free access, especially among demographics who have abandoned traditional cable subscriptions. For millions, the Tubi broadcast was not just a novelty—it was their primary source for Super Bowl LIX. The Red-Carpet segments, ad-supported feeds, and on-demand replays helped enrich the experience. However, some viewers questioned the long-term monetization model for such expansive content when not backed by subscription revenue. Critics pointed out that while ad dollars are robust during Super Bowl broadcasts, sustaining that revenue across a full season requires more than just Brady’s face.

Industry Perspective on Fox’s Move

Media analysts saw Fox’s move as a bold experiment with high risk and high reward. The decision to stream one of the most-watched annual broadcasts for free was lauded for its ambition and disruption potential. Experts praised the platform’s ability to scale without major technical breakdowns, noting that many other services have faltered during high-traffic moments. At the same time, analysts acknowledged that future tests—such as maintaining audience loyalty week after week—would determine whether this strategy has staying power.

Brady’s Branding Power

One of the key differentiators in Fox’s streaming transition is the Brady factor. His unique ability to bridge generational divides makes him a brand asset that stretches beyond commentary. While older fans admire his accolades and on-field legacy, younger fans see him as a media-savvy personality who feels as natural on TikTok as he does breaking down zone coverage. His involvement lends familiarity to an otherwise new and experimental experience, making the Tubi stream feel like a legitimate home for serious football fans.

The Future of Sports on Tubi

As Super Bowl LIX fades into the rearview, Fox now looks to future seasons—and future experiments—with Tubi and Fox One. Brady’s 10-year commitment provides a long runway for brand continuity and storytelling. While monetization questions remain, the platform’s success in both viewership and cultural relevance suggests this might not be a one-time stunt. Fox’s strategy hinges on building out a sustainable ecosystem for NFL broadcasts , shoulder programming, and original sports content—all powered by the kind of star power only Tom Brady can bring.