World football’s governing body has reportedly given broadcasters permission to show commercials during mandatory hydration breaks
Broadcasters will be able to show ads during hydration breaks in 2026 World Cup matches. FIFA has reportedly agreed to let broadcasters show ads during the three-minute breaks, which will come in the middle of each half of every game.
The Athletic reported that FIFA officials have discussed the change to provide hydration breaks in each game with broadcast executives, and said they will be allowed to show commercials during this time.
There are a number of stipulations for broadcasters in showing ads at this time, namely that they can’t begin within 20 seconds of the hydration break starting, and need to finish at least 30 seconds before the end of the break. This effectively gives broadcasters just over a two-minute window to show ads during these breaks.
Broadcasters could also leave the match feed on, and show commercials on part of the screen, similar to ITV’s picture-in-picture ads during the Six Nations rugby, although if they do this, FIFA would require the adverts to be restricted to FIFA sponsors.
If showing full-screen ads, this restriction no longer applies.
The 2026 World Cup is being shown by BBC and ITV in the UK, so ITV would have the option of introducing the new hydration break ads during the matches it shows.
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