Each half of the 2026 World Cup will be interrupted briefly. FIFA has confirmed that three-minute breaks will be introduced during matches, ostensibly to allow players to hydrate, but will also allow broadcasters to air commercials. The decision applies to the World Cup, which will be played in the United States, Canada and Mexico.
FIFA clarified in December that the holidays were introduced due to concerns for the health of players, but at the same time, the commercial aspect was also determined.
According to the rules, television stations are not allowed to show commercials within the first 20 seconds of the referee blowing the whistle to start the break, and they must continue broadcasting the match for at least 30 seconds before the match resumes. In practice, this gives advertisers just over two minutes of space.
During the break, broadcasters can choose whether to remain on air, move the program to the studio or air advertisements. If advertisements are shown along the pitch, the advertiser must be an official FIFA partner.
However, if the broadcast is completely interrupted and switches to a classic ad block, broadcasters can sell the advertising space to any advertiser.
The Americanization of football
It’s no coincidence that this practice is being introduced precisely in the championship held in North America. American broadcasters, accustomed to commercial breaks in sports such as basketball and American football, have been seeking a similar model for soccer matches for years.
Although FIFA officially presents the breaks as a measure to protect the health of players, they will not depend on temperature or weather conditions, but will be introduced into every match.
Therefore, critics warn that this is essentially a new advertising format that could bring in hundreds of millions of dollars in additional revenue. This, they conclude, could change the very way football is watched, bringing it closer to the structure of American sports.