FIFA will permit broadcasters to cut away from live action to air advertisements during the three-minute “hydration breaks” that will divide each half of every match at the 2026 World Cup, multiple sources with direct knowledge told The Athletic.
The governing body announced in December that it would introduce a short pause midway through each 45-minute half, citing “player welfare” as the primary reason. Unlike traditional water breaks, FIFA said there will be no weather or temperature requirement; referees will call the breaks in every match regardless of conditions.
In discussions with broadcast executives, FIFA confirmed that these pauses would allow networks to show commercials in a manner similar to halftime in football or basketball timeouts. Three sources, including one inside FIFA, have now verified to The Athletic that the new rule will formally permit advertisements during the breaks.
This development represents a shift in how soccer’s biggest tournament could be monetised for global audiences, giving broadcasters additional opportunities to generate revenue during moments previously reserved solely for player rest.
The 2026 FIFA World Cup, hosted jointly by the United States, Canada, and Mexico, is expected to reach record television audiences, making the introduction of hydration break ads potentially lucrative for sponsors and networks alike.
Erizia Rubyjeana
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