Fox Quiet on In-Game Commercial Breaks in New World Cup Format

The 2026 men’s World Cup will feature breaks during each half for the first time in tournament history, effectively dividing the game into quarters.

FIFA announced Monday that every World Cup game will include “hydration breaks” in each half for three minutes. The breaks, which will occur at around the 22-minute mark of each half, are aimed at prioritizing “player welfare” due to expected high temperatures in the U.S., Canada, and Mexico next summer.

Soccer is known for its continuous running time, with halftime as its only break, but hydration breaks are not completely new. FIFA has implemented cooling breaks before, but only under extreme weather conditions, including at the most recent men’s Club World Cup in the United States last summer. (FIFA lowered its threshold for mandatory cooling breaks from a wet-bulb temperature of 89 degrees Fahrenheit to 82 during the Club World Cup last year after player complaints.)

For the 2026 World Cup, the hydration breaks will be implemented at the same point every match, regardless of the weather conditions, and regardless of whether the matches are being played indoors in a dome. Coaches and players will also be given the opportunity to meet and have tactical discussions during this period.

The uniform break in action theoretically creates another ad placement opportunity for Fox, the tournament rights holder. A three-minute slot closely aligns with the standard quarter break of professional leagues. For example, the break between quarters in the NBA is 2 minutes and 30 seconds.

FIFA said coaches and broadcasters were part of the meetings over the weekend, following the World Cup draw, that discussed the change. 

Fox declined to comment when asked by Front Office Sports whether it will air commercials during these game breaks.

Given the lull in action, it would be a surprise if Fox decided against an opportunity to drive millions of additional revenue by including commercials. 

Telemundo has the Spanish-language World Cup rights in the U.S., along with Peacock. “We are analyzing all options for the benefit of viewers and our partners, the advertisers,” a network spokesperson told FOS when asked about inserting ads in the hydration breaks.

In 2022, Fox charged about $300,000 for a 30-second commercial spot during most match telecasts, though that was up to $600,000 for the U.S.-England group-stage match. Those figures should only increase with the 2026 World Cup held in North America, giving U.S. viewers accessible time slots for every match.

The World Cup kicks off in Mexico City on June 11. With the new 48-team format, Fox and its networks will air 104 matches from the group stage from June 11 to June 27 before a 32-team knockout phase.