FIFA Approves In-Game Advertisements During 2026 World Cup Matches

The International Federation of Association Football has made an unprecedented decision to modify the course of matches during the 2026 World Cup. According to new guidelines, traditional 90-minute matches will be de facto divided into quarters through the introduction of mandatory hydration breaks. The key novelty, however, is the permission granted to television broadcasters to air short commercial blocks during this time. While the official justification is concern for the condition of players competing in the difficult climatic conditions of North America, analysts point to the federation's purely mercantile motives. Historically, football matches have been characterized by a lack of advertising breaks during the halves, which distinguished them from American sports like the NFL or NBA, where game time is cyclically interrupted by commercial slots. British broadcasters, including ITV, have already begun analyses regarding the profitability and technical aspects of implementing this solution. This change means that football is becoming similar to American formats, where the dynamics of the spectacle are subordinated to the needs of advertisers. FIFA argues that with the growing number of teams and matches in the tournament, it is necessary to seek new sources of funding to cover record organizational costs. However, for traditional sports fans, artificially dividing the game into quarters constitutes a violation of the flow of play, which has always been the foundation of football. German and Swiss media are calling this decision a "temporal revolution," predicting it could be the first step towards permanently introducing quarters into the IFAB's regulatory rules of the game. „World Cup matches to be split into quarters with drinks breaks and mid-game adverts” — Rachael Burford The introduction of advertising breaks within the halves of a match also has a logistical dimension. Referees will receive precise instructions regarding the moment to stop the clock, which is intended to prevent players from being knocked out of their rhythm during key moments of action. Critics note, however, that pressure from television stations may force breaks even when the stadium temperature does not objectively require them. It is worth noting that the 2026 World Cup will be the first tournament with as many as 48 national teams, generating unprecedented demand for marketing rights revenue. FIFA's decision ends the era of the so-called inviolable broadcast time, opening the door to the commercialization of every minute the players spend on the pitch.

Perspektywy mediów: Liberal and British media focus on the technical aspects of broadcasting and potential benefits for local television broadcasters. Continental and conservative media criticize excessive commercialization and the violation of the sacred tradition of uninterrupted football match flow.