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FIFA Allows Ads During 2026 World Cup Hydration Breaks

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Key Points
  • FIFA allows ads during hydration breaks at the 2026 World Cup, per the Daily Express.
  • This change adds ad time but may affect game flow and tactics.
  • It is unclear how broadcasters will use the breaks or the full impact on matches.

The Daily Express reports that FIFA has labeled the hydration breaks as a 'player welfare' measure. Two three-minute hydration breaks per match were approved for the 2026 World Cup last year due to concerns about high heat in the North American summer. Manolo Zubiria, chief tournament officer for the World Cup, stated, 'For every game, no matter where the games are played, no matter if there's a roof, [or] temperature-wise, there will be a three-minute hydration break.

' According to the Daily Express, broadcasters must wait at least 20 seconds after the referee's whistle before cutting to an advertisement, and the broadcast feed must return more than 30 seconds before play resumes after an advertisement break. Broadcasters will have an extra two minutes and 10 seconds to air advertisements during a match due to the hydration breaks. However, there is no contractual obligation for broadcasters to cut away for advertisements during hydration breaks.

For every game, no matter where the games are played, no matter if there's a roof, [or] temperature-wise, there will be a three-minute hydration break. It will be three minutes from whistle to whistle in both halves.

Manolo Zubiria, Chief tournament officer for the World Cup

The Daily Express notes that broadcasters could instead return to a studio for in-game analysis or display advertisements side-by-side with the match feed. It is unknown whether all broadcasters will choose to air advertisements during hydration breaks or use alternative options like studio analysis. The hydration breaks will likely split games into four quarters instead of two 45-minute halves, which could impact player fitness and tactical aspects of the game.

The exact impact of the four-quarter structure on player performance and game tactics remains unclear. Managers will be able to issue instructions to their team during the hydration breaks. The 2026 World Cup is set to begin in fewer than 100 days.

Obviously, if there's an injury [stoppage] at the moment of the 20th or 21st minute and it's ongoing, this will be addressed on the spot with the referee.

Manolo Zubiria, Chief tournament officer for the World Cup
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