Joey Essex will appear on Gary Lineker’s new ITV series The Box, which premieres on September 5, as the football pundit expands his media empire through a £14m Netflix podcast deal. The show, adapted from a Norwegian format, features celebrities facing challenges inside a mysterious box, while Lineker’s podcast venture competes with rivals like Gary Neville’s The Overlap.
Joey Essex, the former The Only Way Is Essex star, is set to join 10 celebrities on The Box, a new ITV competition show hosted by Gary Lineker. The series, adapted from the Norwegian format Boksen, sees contestants emerge from an enclosed box to face individual and team challenges, with the final two competing in a high-stakes “duel” each episode. Essex, 36, will be dangled from the Brighton i360 during the show, which also includes tasks like performing at Butlin’s. The experience has prompted Essex to reflect on his tendency to prioritize others over himself, stating, I feel like sometimes you’ve got to learn to be a little bit selfish.
Lineker’s Media Expansion: From TV to Netflix
While The Box marks Lineker’s latest TV venture, the 65-year-old football pundit is also deepening his partnership with Netflix through a £14m deal for his podcast The Rest Is Football. The show, co-hosted by Alan Shearer, will air daily during the World Cup, with Lineker and Shearer presenting from a New York studio overlooking Times Square. The agreement, valued at £14m, includes plans for 40 daily episodes, though Netflix does not have rights to show match clips. Lineker’s podcast has already dominated Apple and Spotify charts, with seven million monthly downloads, outpacing rivals like Gary Neville’s The Overlap, which recently acquired Manchester United podcaster Mark Goldbridge’s YouTube channels.
Lineker’s move to Netflix underscores a broader shift in sports media, where content beyond live matches drives audience engagement. While the BBC and ITV retain rights to broadcast games, Lineker’s studio in New York positions him at the center of a “podcast war” with competitors like Neville, whose The Overlap aims to capture younger audiences. Despite the rivalry, Lineker’s show remains ahead, leading Apple’s football podcast chart and topping Spotify’s overall rankings.
Challenges and Celebrities on The Box
The Box’s format emphasizes both physical and psychological challenges, with contestants confronting fears in tasks ranging from stage performances to high-altitude stunts. Lineker, describing the show, said, Sometimes it’s fairly obvious, sometimes it’s scary, and sometimes they have to work it out for themselves, which can occasionally prove quite difficult.
The series features a mix of celebrities, including Dragons’ Den star Sara Davies, JLS singer JB Gill, and comedian Ellie Taylor, who all conquered their fears,
according to Lineker. The presenter noted that some challenges, like the i360 stunt, were extremely terrifying,
though contestants ultimately displayed “bravery” that left him “inspired.”
Essex’s participation highlights the show’s blend of competition and personal growth. He described the experience as a lesson in self-reliance, stating, You have to work people out and figure out when it’s right to put yourself first.
Despite his competitive edge, Essex emphasized his desire for others’ success, saying, I want people to do well, and I genuinely love seeing other people achieve things.
The show’s structure—individual challenges followed by team tasks and a final duel—creates a dynamic where contestants must balance collaboration and self-interest.
The Broader Implications of Lineker’s Media Strategy
Lineker’s dual focus on The Box and his Netflix podcast reflects a strategic pivot toward content-driven media, where live events like the World Cup are complemented by daily programming. This approach aligns with industry trends, as platforms like Netflix seek to retain users during sporting events by offering related commentary. However, the lack of match clips in Lineker’s show means it competes not on game coverage but on personality and conversation. The success of The Rest Is Football—which attracted Netflix’s attention—demonstrates the growing demand for behind-the-scenes football analysis, a space Lineker has long dominated.
For ITV, The Box represents a gamble on a format that has yet to prove itself in the UK. The show’s reliance on celebrity participation and physical challenges could appeal to a broad audience, but its success will depend on ratings and viewer engagement. Meanwhile, Lineker’s Netflix deal solidifies his position as a media powerhouse, leveraging his football expertise into a multi-platform empire. As the World Cup approaches, the competition between his podcast and rivals like The Overlap will likely intensify, with both vying for the attention of sports fans seeking more than just match highlights.
