Zlatan comes across as an ass – but is saved by an even bigger one, writes Kristofer Ahlström

Zlatan Ibrahimović's stint as a World Cup expert for Fox Sports has been described as "painful" and "not particularly smart sport TV." DN's Kristofer Ahlström notes that while Ibrahimović's commentary has been awkward and his analyses superficial, his performance functions as "humiliation TV."

Ibrahimović has appeared nervous and struggled for words, even apologizing on camera. To fit the amplified American show format, he has leaned into a self-parodying, ego-centric persona. Examples include interrupting colleague Thierry Henry during an analysis of Bosnia, claiming the channel's viewership records are due to him, and humorously "throwing out" YouTuber iShowSpeed from the commentary booth. This "typecast theater" suggests a complete Americanization, further evidenced by his skipping Sweden's premiere match to attend Donald Trump's UFC event.

However, amidst this media circus, Ahlström identifies a "100 percent genuine" psychological drama. Ibrahimović reportedly dislikes co-commentator Alexi Lalas, not primarily for Lalas's MAGA-aligned political views, but for his perceived lack of merit. This tension adds an unexpected layer of authenticity to the otherwise performative broadcast, with Lalas's reactions to Ibrahimović's antics seemingly tailored for social media virality.