Bradshaw was promoted into television studio analyst for "The NFL Today" in 1990 (which he hosted with Greg Gumbel through the 1993 season). In 1994, with the Fox network establishing its sports division with their purchase of NFL TV rights, Bradshaw joined "Fox NFL Sunday", where he normally acts as a comic foil to his co-hosts. On "Fox NFL Sunday" he hosts two semi-regular features, "Ten Yards with TB", where he fires random questions at an NFL pro, and "The Terry Awards", an annual comedic award show about the NFL season. As a cross-promotional stunt, he also hosted two consecutive "Digi-Bowl" specials in 2001 and 2002 on Fox Kids, providing commentary from the "NFL on Fox" studio in-between episodes of ""; the 2002 special was the final one as the Fox Kids block ended the same year. He appeared on the first broadcast of "NASCAR on FOX" where he took a ride with Dale Earnhardt at Daytona International Speedway the night before Earnhardt was killed in a last lap crash in the Daytona 500. Bradshaw also waved the green flag at the start of the ill-fated race.