Sky Sports has sparked immediate controversy by conducting its first mid-match player interview during Arsenal's 1-0 victory over Manchester United at Old Trafford on Sunday.
The broadcaster questioned Arsenal captain Martin Odegaard at half-time, marking an unprecedented moment in Premier League coverage.
The new feature forms part of enhanced broadcasting arrangements under the recently implemented £6.7billion domestic television agreement.
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Viewers responded with overwhelming negativity to the American-style innovation, flooding social media platforms with criticism.
Martin Odegaard gave the first Sky Sports interview at half-time
|SKY SPORTS
The interview lasted approximately one minute, with Odegaard fielding questions whilst his team held a slender advantage through Riccardo Calafiori's first-half strike.
Odegaard shared tactical insights with Sky Sports whilst his teammates gathered in the dressing room.
"They have quality and really good players up front. I think we let them play through us too easily at times, but also we had a lot of space up front," the Norwegian midfielder explained.
He acknowledged the match's chaotic nature, stating: "It has been a bit too hectic at times. So much space. It's too open."
The Arsenal captain emphasised the need for improved defensive compactness and clinical finishing on counter-attacks.
"We need to control it a bit better and be more compact without the ball," Odegaard added.
Social media erupted with disapproval as viewers condemned the half-time feature. "Don't like this American-style half-time interview thing at all. Just let the players be," one supporter posted on X.
Another viewer questioned the timing: "Ridiculous. Players shouldn't have to do an interview at half-time when they need full focus on the game."
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Riccardo Calafiori scored the only goal of the match as Arsenal beat United
|PA
Former Republic of Ireland international Glenn Whelan joined the chorus of criticism. "ffs... who's signed this off bet they've never wore a pair of football boots," the ex-midfielder wrote on X.
Multiple fans expressed concern that Odegaard should have been with his squad rather than conducting media duties during the crucial interval period.
The enhanced coverage package extends beyond half-time interviews. Broadcasters have secured permission for touchline conversations with substituted players during matches.
Camera operators will gain unprecedented access, entering the pitch briefly to capture close-up footage of goal celebrations.
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"It's been a bit too hectic... we need more control!"
— Sky Sports Premier League (@SkySportsPL) August 17, 2025
Martin Odegaard shares his thoughts at half-time at Old Trafford with Arsenal leading... 🗣️ pic.twitter.com/yAdOqQA466
These American-inspired elements rarely feature in British sporting broadcasts.
The Premier League's traditional 'Big Six' clubs reportedly resisted these sweeping changes during negotiations.
Both Sky Sports and TNT Sports allegedly demanded greater value from their substantial financial investment.