FIFA will allow broadcasters to show commercial advertising during hydration breaks at the 2026 FIFA World Cup, introducing a new commercial opportunity within live match broadcasts at football’s biggest tournament.
The decision follows FIFA’s confirmation that every match at the expanded 48-team World Cup will include three-minute drinks breaks midway through each half, primarily introduced as a player welfare measure due to the expected high temperatures across host cities in the United States, Canada, and Mexico.
With 104 matches scheduled, the guaranteed pauses create a new inventory of broadcast advertising opportunities for media rights holders.
A New Commercial Window During Matches
According to reports, broadcasters will have a two-minute and ten-second advertising window during each break.
However, strict timing rules will apply. Broadcasters may only begin showing adverts 20 seconds after the referee stops play and must return to the live match feed at least 30 seconds before play resumes.
Alternatively, broadcasters can run advertising in a split-screen format, allowing viewers to continue watching the pitch while commercials are displayed. In these cases, only official FIFA sponsors will be permitted to advertise, and FIFA will retain control over how the hydration breaks are branded inside stadiums.
Broadcasters Exploring Different Approaches
Rights holders are already evaluating how to use the new commercial opportunity.
In the United States, Fox, which holds the English-language rights, is expected to introduce advertising during the breaks. Meanwhile Telemundo, the Spanish-language rights holder, has indicated it may focus more on storytelling and match analysis during the pauses.
Telemundo’s Executive Vice President of Sports, Joaquin Duro, suggested that while sponsors will appear during the coverage, maintaining the flow of the game remains important.
“I am a soccer fan first,” Duro explained. “I like to watch the game and listen to everything that happens, even during hydration breaks. There are a lot of stories to read with the coaches.”
UK Broadcasters Considering Split-Screen Ads
In the United Kingdom, ITV is reportedly discussing the introduction of adverts during the breaks with its commercial partners. The broadcaster has already experimented with split-screen advertising during Six Nations rugby coverage, where brands such as Samsung and Virgin Atlantic have trialled the format.
The BBC, which shares UK broadcasting rights with ITV, will not be able to adopt the model as the public broadcaster does not carry advertising.
Commercial Expansion at a Larger World Cup
The introduction of hydration break advertising reflects the commercial opportunities created by the largest World Cup in history, with the 2026 tournament expanding from 64 to 104 matches.
With longer broadcasts, increased stoppages, and new formats emerging across global sports media, FIFA and its broadcast partners are exploring ways to balance viewer experience, player welfare, and commercial revenue.
As the global sports media landscape continues to evolve, the 2026 World Cup may become a testing ground for how live football integrates new advertising formats without disrupting the flow of the game.
Sources: Sportspro
