The 2026 FIFA World Cup will introduce a fundamental change to the format of television broadcasts. The Fédération Internationale de Football Association, or FIFA, has approved the airing of short TV commercials during scheduled hydration breaks. This decision aims to increase revenue from broadcasting rights, which has drawn criticism from parts of the football community concerned about the flow of the spectacle. Matches will also be divided into additional segments, facilitating the insertion of ads.
Ads during hydration breaks
FIFA has approved the possibility of airing a few-second TV commercials during scheduled hydration breaks for players. These are short, several tens of seconds long breaks in play that are to be used commercially by broadcasters.
Division of the match into segments
The broadcast format is set to change – matches will be divided into more segments than the traditional halves, which will make it easier for TV stations to insert ads. This change, reported by The Telegraph, could mean a significant modification in the perception of football as a spectacle.
Decision of TV stations
The final decision to use the advertising opportunity lies with the individual broadcasters who have purchased the broadcasting rights. The British station ITV, as reported by The Guardian, is analyzing whether to use this option, considering the impact on viewers and revenue.
Controversy and concerns
The innovation raises concerns about excessive commercialization of the sport and disruption of the match's flow. Critics point out that this could be the first step towards more frequent interruptions of sports spectacles for marketing purposes.
The International Federation of Association Football has approved a controversial commercialization model for broadcasts of the upcoming 2026 World Cup. According to information reported by The New York Times, FIFA has agreed to the airing of so-called "cut-away" TV commercials during scheduled hydration breaks for players. These breaks, lasting several tens of seconds and called "hydration breaks," are to be used by broadcasters to show commercials of a few seconds each. This decision marks a significant departure from the previous policy, where ads appeared only before the match, at halftime, and after its conclusion. In addition to the new advertising slots, the broadcast format itself will change. The Telegraph reports that matches will be divided into more segments, resembling quarters in American sports, which will make it easier for TV stations to insert marketing materials. Since the 1990s, with the dynamic growth in the value of broadcasting rights for major sporting events, federations have been constantly seeking new ways to increase revenue. Existing models, based on billboard ads and sponsorship, are being supplemented by direct interference in the very structure of the broadcast. However, the final decision to use this new opportunity lies with the broadcasters themselves. The British station ITV, as reported by The Guardian, is currently "weighing up" this option, analyzing its impact on the viewer experience and potential profits. The fact that not all broadcasters may decide to air ads during the match indicates some concern about negative public reaction. The innovation has been met with criticism from parts of the football community and commentators, who fear excessive commercialization and disruption of the natural rhythm of the spectacle. Hydration breaks, initially introduced out of concern for player health in high-temperature conditions, may primarily become a marketing opportunity. FIFA's decision also raises questions about the direction in which the world's most popular sport is heading. „FIFA to allow cut-away TV commercials during 2026 World Cup 'hydration breaks'” — The New York Times This could set a precedent for further interference in the structure of the match in the name of increasing revenue. This event shows the growing economic pressure on major sports federations and their continuous search for new revenue streams, even at the cost of modifying fundamental principles of sports presentation.