FIFA gives green light for TV ads during World Cup water breaks
Mar 06, 2026
Washington [US], March 6: FIFA has given commercial broadcasters the green light to show adverts during World Cup water breaks this summer.
The expected high temperatures in North America prompted FIFA to announce last December it would introduce the three-minute breaks midway through each half at all 104 matches this summer as a player welfare measure.
It is understood commercial broadcasters will have the option to go to a split screen, where they would be limited to adverts for FIFA partner sponsors only, or a full cut-away where they could show any advert as normal.
Ads should not start within 20 seconds of the referee blowing for the start of the hydration break, broadcasters have been advised, and they must return to the action more than 30 seconds before play resumes.
ITV, which will share live coverage of the finals with the BBC, has been contacted for comment on how it plans to approach the breaks.
Water breaks in previous FIFA competitions, such as last summer's Club World Cup in the United States, were triggered by heat thresholds being exceeded, but FIFA says the decision to apply it across all matches at this summer's finals is designed to ensure uniformity and consistency across the tournament.
The World Cup kicks off with the match between Mexico and South Africa on June 11 in Mexico City, with the final taking place in New York/New Jersey on July 19.
Source: Qatar Tribune
