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Fans watching the 2026 World Cup opening match between Mexico and South Africa likely saw something they didn't expect in the middle of play: ads.
A water break was taken about 25 minutes into the first half at Estadio Azteca on Thursday, June 11, and when the players got to the sideline, Fox went to a commercial break, the first time it has happened in a World Cup.
The hydration breaks aren't anything new to soccer, but they will happen in every match during the tournament as FIFA wants "to ensure equal conditions for all teams, in all matches" for what could be played in very hot conditions. When they happen, the broadcast typically stays on during the match, but FIFA is allowing some radical changes to the tournament.
FIFA is allowing networks to air commercials during the three-minute hydration breaks. In the U.S., Fox took the opportunity to do it in the first opportunity of the 2026 edition.
There are some rules with airing them, such as ads should not start within 20 seconds of the referee blowing for the start of the hydration break, and they must return to the action more than 30 seconds before play resumes. They can also be split-screen ads with the game on one side, or a full-blown advertisement that cuts away from the live action.
Still, it was quite a shock to some viewers experiencing it for the first time, used to only having commercials during halftime.
While allowed, not every network is taking part. For example, the Telemundo broadcast of the game stayed on air and didn't air any commercials during the break.
It will be something viewers will have to get accustomed to throughout the 2026 World Cup.
This article originally appeared on USA TODAY: World Cup commercials during match? Why Fox is allowed to play ads
Continue reading...
A water break was taken about 25 minutes into the first half at Estadio Azteca on Thursday, June 11, and when the players got to the sideline, Fox went to a commercial break, the first time it has happened in a World Cup.
The hydration breaks aren't anything new to soccer, but they will happen in every match during the tournament as FIFA wants "to ensure equal conditions for all teams, in all matches" for what could be played in very hot conditions. When they happen, the broadcast typically stays on during the match, but FIFA is allowing some radical changes to the tournament.
FIFA is allowing networks to air commercials during the three-minute hydration breaks. In the U.S., Fox took the opportunity to do it in the first opportunity of the 2026 edition.
There are some rules with airing them, such as ads should not start within 20 seconds of the referee blowing for the start of the hydration break, and they must return to the action more than 30 seconds before play resumes. They can also be split-screen ads with the game on one side, or a full-blown advertisement that cuts away from the live action.
Still, it was quite a shock to some viewers experiencing it for the first time, used to only having commercials during halftime.
Commercials during a live World Cup match is nasty work.
We are trying to watch the biggest tournament on earth. Absolute nonsense. End this immediately!#MEXRSA#WorldCup2026pic.twitter.com/HmhZxTjtpR
— CUPID FC (@CUPID_FC) June 11, 2026
While allowed, not every network is taking part. For example, the Telemundo broadcast of the game stayed on air and didn't air any commercials during the break.
It will be something viewers will have to get accustomed to throughout the 2026 World Cup.
This article originally appeared on USA TODAY: World Cup commercials during match? Why Fox is allowed to play ads
Continue reading...
