Tom Brady was on hand to deliver some pre-game analysis game ahead of the Green Bay Packers vs Chicago Bears game on Sunday, although the segment hasn't exactly gone down well with fans.
The former New England Patriots quarterback, who is widely regarded as one of the greatest players in NFL history, signed a $375 million, 10-year deal with Fox in 2022 to become their lead Sunday football analyst.
And at the weekend, Brady featured in the Fox studio alongside studio show host Curt Menefee and analysts Michael Strahan and Rob Gronkowski, but his appearance sparked plenty of debate,
That's because a hologram version of Brady was projected into the studio.
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“And through the magic of television, look, there he is!” Menfee said at the start of the segment. “I gotta say, this technology is incredible,” added Strahan. “Tom, I feel like you’re here, man. I feel like you’re looking good.”
Brady described the interaction as “insane" before saying it was "nice" being in the studio together. Fans on social media, however, were far from impressed.
One said: "Making TB12 a Hologram Brady isn’t making him better at broadcasting, just creepy af."
A second wrote: "Name a duo more famous than Fox and unnecessarily overuse of the greenscreen, I’ll wait."
A third commented: "Cool and lame. How is that possible?", and another wrote: "Hologram Tom Brady is terrifying."
A fifth added: "Fox is overplaying TB and it’s getting annoying AF and I’m a lifelong TB and Patriots fan. Please enough. We get it. He’s your shiny penny but it’s fading fast."
Brady, who was named as the Super Bowl MVP on five occasions during his playing career, is believed to be raking in double what fellow analysts Tony Romo and Troy Aikman are earning, though their work for CBS Sports and ESPN respectively.
Speaking ahead of his Fox debut in September, Brady said: "Obviously super excited. There's a little anxiousness, obviously. There's been a lot of preparation that's gone into it by a lot of people. And it's been a couple year journey.
"The thing that's most exciting for me is getting back to NFL football, being up here in the booth."
He added: "We've got a great group, there's so many talented people that I get to work with. I get to be part of a great team, and I get to cover a sport that I absolutely love."
Jack Kenmare