Rio Ferdinand's reaction to Bruno Fernandes' penalty is going viral for all the wrong reasons

Rio Ferdinand is never shy of putting his Manchester United fandom on full display, a characteristic that endears him to his fellow supporters.

Man Utd legend Ferdinand is the Red Devils' top cheerleader, considered by many United fans to be a lone voice among their former players in the media for the simple reason that he evidently wants them to win.

There's something to be said for authenticity and honesty in a world leaden with fakery and lies but there's a balance to be struck in football coverage, where the role of the co-commentator, summariser or pundit is evolving in the social media age.

While the expectation of insight and analysis remains along with a demand for neutrality that's arguably always been misguided, the brief has changed.

As well as forced extreme opinions, the need to create viral video moments within the confines of a match broadcast places a greater emphasis on partisan punditry and high-profile fans in the commentary box.

Ferdinand fits the bill perfectly and his reaction after Man Utd's second goal against Club Athletic in Thursday's Europa League semi-final first leg win in Bilbao demonstrated why.

With the Red Devils already a goal to the good, a VAR check led to a penalty kick and a red card for Athletic's Daniel Vivian. Bruno Fernandes scored the penalty to make it 2-0 and Ferdinand, in the commentary position at what had until then been a raucous San Mames, showed off his support.

Sitting between commentator Darren Fletcher and fellow co-commentator Robbie Savage, Ferdinand repeatedly punched the air before directing an exaggerated, smirking 'Calma!' gesture at the Athletic fans beneath him.

Man Utd legend Rio Ferdinand (Image: Getty)

It didn't go unnoticed. A suspicious person might connect Ferdinand's reaction with the fact that the camera was present on the gantry shooting in portrait mode in the first place.

Rightly or wrongly, Ferdinand bringing Fanzone to TNT Sports for United's last couple of Europa League games, dramatic though they were, has gone down badly with viewers.

Putting Ferdinand behind the microphone is TNT Sports' responsibility and the response to his contributions to the broadcast has implications beyond just thinking the man in question is good or bad or anything else.

If broadcasters are willing to listen to feedback, they have much to consider in terms of the purpose of punditry, the role of neutrality, and whether occasional nuggets of club insight are worth the inherent bias that comes with having it available on tap.