FIFA Allows Ads During 2026 World Cup Hydration Breaks

FIFA has authorized commercial broadcasters to air advertisements during mandatory three-minute hydration breaks at the 2026 World Cup, balancing player welfare concerns with new revenue opportunities as the tournament unfolds across North America.

The breaks, introduced as a precautionary measure against expected high summer temperatures in the United States, Canada and Mexico, will occur midway through each half of all 104 matches, around the 22-minute mark, regardless of on-field conditions. FIFA announced the policy in December to promote uniformity and ensure consistent playing environments for teams. This marks the first time a major international soccer tournament will implement such pauses in every game, differing from past events like last summer's Club World Cup, where breaks were only triggered if temperatures exceeded 32 degrees Celsius.

Under the guidelines, broadcasters have flexibility in handling the interruptions. They may maintain a live feed of the action, switch to studio analysis or adopt a split-screen format, in which case advertisements are restricted to FIFA's official partner sponsors. Alternatively, a full cutaway to commercials is permitted, allowing...