In December, it was confirmed that all 104 World Cup matches would feature two hydration breaks, and talks are underway between broadcasters and FIFA about running advertising during matches.
Live World Cup coverage is set to look very different (Image: Robbie Jay Barratt – AMA/Getty Images)
FIFA will allow broadcasters to display advertisements during live broadcasts of World Cup matches. ITV will be one of the channels that can be cut during the mandatory hydration break at this summer’s competitions in the US, Canada and Mexico.
Due to concerns for player welfare, FIFA confirmed in December that there would be one three-minute break between each half. The decision opens up the opportunity for broadcasters to display advertising during play stoppages for the first time.
Previously, advertising was only allowed during halftime of games. According to a report from The Athletic, FIFA plans to allow in-game advertising after consulting with broadcasting authorities.
Fans of basketball and American football will be familiar with the commercial breaks that occur during timeouts in those sports. However, broadcasters have been told to follow FIFA guidelines on in-game advertising.
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Soccer’s world governing body has told broadcasters that a break should not begin within 20 seconds of a referee pausing play. The guidelines also say players must return to the game feed at least 30 seconds before play resumes.
Therefore, the broadcaster is given a window of 2 minutes and 10 seconds. Unlike the BBC, ITV is allowed to air advertising, but has not yet confirmed its plans for advertising.
ITV could also opt for split-screen commercials to keep an eye on the match, as was seen during this year’s Rugby Six Nations. Since implementing this change, ITV has faced backlash from viewers who find the advertising intrusive.
Should advertising be allowed during matches? Share your thoughts in the comments section.
Hydration breaks were common at the 2025 Club World Cup (Image: Chris Brunskill/Fantasista/Getty Images)
Broadcasters can also return to the studio panel for in-game analysis or show highlights during hydration breaks. The break was made mandatory after several players and coaches complained about the extreme heat at last summer’s Club World Cup in the United States.
“Regardless of where the match is played, regardless of whether it is covered or not, (or) from a temperature point of view, there will be a three-minute hydration break for every match. There will be a three-minute hydration break on both sides from whistle to whistle,” said Manolo Zubirria, chief tournament officer for the World Cup.
“Obviously, if there is an injury (interruption) at the 20th or 21st minute and it continues, it will be dealt with right then and there in consultation with the referee.”
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