06.03.2026 09:20
FIFA plans to implement a mandatory 3-minute break during each half of the 2026 World Cup. During this break, referred to as a "water break," broadcasting companies will be able to air advertisements.
FIFA is preparing to implement a new application that will change the usual flow of football in the 2026 World Cup. A mandatory break will be given in both halves of all matches in the tournament, and during this time, space will be opened for advertising broadcasts for the broadcasters.
MANDATORY BREAK IN EACH HALF
According to the new regulation, a mandatory "water break" of 3 minutes will be given in the middle of the 45-minute halves in all matches to be played in the World Cup. The official statement indicated that this application was introduced to meet the players' fluid needs.
However, the decision to implement this break regardless of the weather temperature has drawn attention as it creates a significant advertising space for broadcasters.
ADS WILL COME INTO PLAY
According to information in the global press, 2 minutes and 10 seconds of the 3-minute break will be allocated for advertising display. Thus, broadcasters will be able to air advertisements of global brands during these breaks given during the match.
FIFA's decision is seen as a step that further expands the commercial aspect of football, while also sparking discussions in the sports community.
LIMITATION ON AD BROADCASTING
FIFA has also set some rules to prevent the application from completely disrupting the flow of the game. Accordingly, advertisements will start 20 seconds after the referee's whistle and will end 30 seconds before the match restarts.
Broadcasters can choose to split the screen to show both the field and the advertisement simultaneously. In this case, only the advertisements of FIFA's official sponsors will be aired. In the case of full-screen advertisements, there will be an opportunity to work with different brands.
2026 WORLD CUP WILL BE THE BIGGEST IN HISTORY
The 2026 World Cup, which will be jointly organized by the USA, Mexico, and Canada, will start on June 11, 2026, at the Azteca Stadium in Mexico. For the first time, the number of teams will be increased from 32 to 48.
In the organization where a total of 104 matches will be played, teams will compete in 12 groups of 4. In addition to the 24 teams that finish in the top two positions in their groups, the best 8 third-placed teams will also advance to the knockout stage. The tournament, which will last for 39 days, will conclude with the final played at MetLife Stadium in New Jersey on July 19, 2026.