FIFA World Cup 2026 hydration breaks to generate $7-9 million for broadcasters if limited to ads? Everything you need to know | Today’s news

Fox Corporation’s Fox channel has begun using hydration breaks during FIFA World Cup matches as advertising opportunities, marking the first time commercial breaks have been inserted into these breaks and potentially creating a significant number of additional advertising blocks throughout the tournament, according to Bloomberg.

Fox, which holds the English broadcast rights for the World Cup in the United States, aired about two minutes of advertising during a hydration break in the opening match between Mexico and South Africa. The commercial segment featured four commercials. The broadcaster has not officially commented on the move.

Michael Johnson, a U.S. sports industry research analyst at S&P Global, said the newly introduced hydration breaks could be “extraordinarily valuable” and “potentially drive Super Bowl-level prices in the $7 million to $9 million range,” according to a Reuters report. However, the report did not specify whether the estimate applied to the entire duration of the hydration break or to individual commercials aired during the break.

Quick answers to key questions

•5 QUESTIONS

Fox Corporation plans to use the hydration breaks for commercials, potentially generating $7 to $9 million in ad slots during the tournament.

Hydration breaks were introduced primarily to protect the health and safety of players, especially in challenging weather conditions.

Telemundo decided not to air commercials during hydration breaks so as not to disrupt the viewing experience, amid criticism for monetizing player protection measures.

If Fox continues with its current strategy, it could create more than 800 additional advertising slots during the tournament.

During the hydration break in the opening game, commercials from brands such as AT&T, Michelob Ultra, Lowe’s and FanDuel aired.

“American viewers are used to the NFL-style model, the NBA-style model of four quarters. They’re used to the breaks in the game. This World Cup is basically a mirror of those style models,” Johnson mentioned.

Read also | USA vs Paraguay Prediction: I asked ChatGPT who will win the World Cup Group D playoff?

The turning point came about halfway through the first half of the game, around the 25 minute mark. Before the commercials aired, the commentators informed viewers that the hydration interval was sponsored by Powerade. Subsequently, commercials from brands including AT&T, Michelob Ultra, Lowe’s and FanDuel aired.

Telemundo has decided not to air commercials during the 3-minute hydration breaks of the FIFA World Cup

By contrast, Comcast-owned Telemundo, which owns the Spanish-language broadcast rights to the World Cup in the United States, stressed that it would not cut advertising coverage during hydration breaks. The decision comes amid criticism from some viewers and industry observers who say inserting ads during these breaks disrupts the viewing experience and turns a player welfare measure into a revenue-generating opportunity.

During its coverage of the Mexico-South Africa match, Telemundo stayed live throughout the hydration break. The television station acknowledged Coca-Cola’s sponsorship for enabling continuous coverage while continuing to show the players rehydrating on the field, along with the Coca-Cola branding on screen.

Read also | Who is Son Heung-min? The former Tottenham star is chasing the South Korean record at the 2026 World Cup

Meanwhile, if Fox maintains its current approach of airing ads during hydration breaks during the tournament, the strategy could create more than 800 additional ad slots. Based on the opening match, the network could potentially run around four ads during each half in all 104 World Cup matches, greatly expanding its ad inventory.

FIFA says the introduction of hydration breaks is primarily aimed at protecting the health and safety of players in challenging weather conditions, Reuters reported. However, the additional blackouts could also reportedly increase the value of broadcast rights by creating new advertising opportunities and encourage networks to compete more aggressively for tournament coverage.

Read also | For the first time in 96 years! The FIFA WC 2026 opener enters the history books in ugly fashion

Advertisers are well aware of the huge reach that the FIFA World Cup offers. The 2022 FIFA World Cup final between Argentina and France in Qatar attracted a cumulative global audience of 1.42 billion viewers, underscoring the tournament’s value as one of the most watched sporting events in the world.

Hydration breaks were first introduced at the FIFA World Cup during the Netherlands-Mexico match in Brazil in 2014, when temperatures soared above 32 degrees Celsius. At the time, the measure was used selectively and only introduced for matches played in extreme temperature conditions.