11.06.2026 23:00
A water break and commercial timeout was called in the 27th minute of the FIFA 2026 World Cup opening match between Mexico and South Africa. Commercial breaks during matches were last seen in the 1990s.
In the opening match of the 2026 FIFA World Cup, one of the tournament's hosts, Mexico, faced South Africa in the first week of Group A.
ADVERTISEMENT TIME-OUT CALLED DURING THE MATCH
In the 27th minute of the match played in Mexico City, the referee called a water break due to intense heat. However, this break turned into not just a chance for players to cool down, but also a big surprise for viewers on screen. The broadcasting network implemented a new decision to be applied throughout the World Cup by taking an advertisement break during the match.
ADS WERE LAST SEEN IN THE 1990S
This advertisement break practice, last seen in television broadcasts during the 1990s, created a wave of astonishment and nostalgia among football fans.