Made famous by the great retired commentator Barry Davies. Also, as most people must have heard by now, because they hear the line in his breaking voice, on MOTD every week, Look at his face! Just look at his face! But why do you think Davies would have exclaimed such a thing?
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All I know is it was Franny Lee's face he was referring to. Can't remember why! I believe it was Dan Maskell, the doyen of tennis commentators, who first made "Oh I say!" His catchphrase, but Barry Davies certainly used it as well. Anyway, Fran's point is a good one, I can't imagine any English-speaking commentator shouting "Oh my God!" over and over again, even if Harry Kane and Jamie Vardy were having sex on the pitch in front of him!
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Yeah, you're right with Dan Maskell, of course. He was always saying it. It's a safe bet Davies was the first football commentator that said, Oh I say. As to Francis Lee, the reason why it's significant that Davies shouts Just look at his face if because Franny Lee is beaming a huge grin. And Francis Lee famously never ever smiled while playing football. Even when he scored.
Brighton All due respect to Brighton, but that's a good one. In contrast, Huddersfield are a comatose giant.