This edition of the 2026 FIFA World Cup will be unlike any other. For starters, this will be the first time that three countries will host the tournament: Canada, the United States, and Mexico (the first country to host three World Cups).
Another significant change is the 104 games and 48 teams that will participate: 45 qualified countries plus the three host countries. However, thanks to these three countries, and especially the US, an NBA and NFL tradition will be transferred to soccer: commercial breaks during games.
FIFA will allow commercials in the World Cup
A few months ago, in December last year, FIFA announced 3-minute hydration breaks in each of the two halves of the match (around the 22nd minute of each period) as a “player welfare” measure, regardless of weather conditions, the venue, or whether the stadium has a roof and air conditioning.
Now, this measure has become a topic of conversation again as FIFA has decided that these minutes can be used by broadcasters who own the broadcasting rights and are responsible for bringing the games to fans to take commercial breaks, according to The Athletic.
This dynamic already had precedents in soccer, as it began in the Club World Cup and is now used in other competitions. However, this measure sets a precedent in World Cup history and would be the first time in the tournament’s history that commercial breaks during play have been introduced.
Given that these three minutes of rehydration are mandatory and must be applied in every match, it opens the door for advertisers to have access to premium segments of global audiences at times of high attention, as is the case in NFL games and the Super Bowl or NBA games.
This measure has caused mixed reactions among fans, who understand the need for measures to protect players, especially given the high temperatures expected in June and July, but also criticize the fact that this situation is being “used” to justify advertising and change the essence of soccer. Others believe that this is the way in which the sport is increasingly moving towards becoming a form of entertainment.
Meanwhile, with almost 100 days to go before the World Cup kicks off (June 11 to July 19), the surprises and updates keep coming.
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