Fifa has announced that commercial broadcasters will be allowed to show adverts during water breaks at the 2026 World Cup, sparking debate over whether the policy prioritises player welfare or revenue generation. The breaks, mandatory for all 104 matches regardless of weather, will last three minutes and create 208 additional advertising slots.
Fifa president Gianni Infantino confirmed that broadcasters can use split-screen ads featuring official partners or full cutaways for any products, provided they start at least 20 seconds after the referee signals the break and end 30 seconds before play resumes. The policy standardises cooling breaks, which previously were only triggered by high temperatures.
Critics argue the move mirrors NFL-style commercialisation, while supporters point to player safety in hot conditions. UK viewers on the BBC will see uninterrupted coverage, but ITV may follow its Six Nations rugby approach with split-screen ads. The policy has drawn comparisons to past controversies, such as the 1994 World Cup when Ireland manager Jack Charlton clashed with Fifa over water access in 40-degree heat.
