FIFA Will Permit Advertisements During Hydration Breaks At 2026 World Cup Matches
FIFA has announced a first for the 2026 World Cup: allowing broadcasters to air commercials during three-minute hydration breaks.
FIFA will allow broadcasters to interrupt live action to show advertisements during the three-minute “hydration breaks” that will occur between each half of every match at the 2026 World Cup, according to multiple sources with direct knowledge shared with The Athletic.
In December, the governing body declared its intention to implement a brief pause in the middle of each 45-minute half, emphasizing “player welfare” as the main motivation. FIFA announced that, unlike traditional water breaks, there will be no specific weather or temperature criteria; referees will initiate the breaks in every match, irrespective of the conditions.
During conversations with broadcast executives, FIFA affirmed that these breaks would enable networks to air commercials in a way akin to halftime in football or timeouts in basketball. Three sources, including one from within FIFA, have confirmed to The Athletic that the new rule will officially allow advertisements during the breaks.
This development signifies a change in the monetization strategy for soccer’s premier tournament, offering broadcasters new avenues to generate revenue during intervals that were once exclusively dedicated to player rest.
The 2026 FIFA World Cup, which will be co-hosted by the United States, Canada, and Mexico, is anticipated to attract unprecedented television viewership, presenting a promising opportunity for sponsors and networks through the introduction of hydration break advertisements.
