The FIFA World Cup has begun, with broadcasting rights shared between TV4 and SVT in Sweden. Following the opening match broadcast on TV4, a columnist for *Dagens Nyheter* praised football expert Irma Helin Zibanejad but questioned the network’s decision to appoint Pär Lernström as the studio host. The columnist suggests Lernström may have been chosen to attract viewers more interested in his personality than in the football tournament itself. This raises questions about TV4’s approach to coverage and its target audience during the World Cup. The commentary implies a potential prioritization of personality-driven viewership over dedicated football fans. No official response from TV4 has been reported regarding the reasoning behind Lernström’s appointment. The debate centers on whether the move is a legitimate broadcasting strategy or a sign of shifting priorities.