16.06.2026 14:40
Water breaks, implemented with the 2026 World Cup, are among the most debated topics among football fans. While fans, reacting to the frequent stoppages of play, argue that football is being fragmented for advertising revenue, broadcasters are earning hundreds of millions of dollars from this practice. Here are the details...
With the 2026 FIFA World Cup, an unfamiliar practice has been implemented for football fans. The water breaks during matches briefly pause play, creating a new advertising space for broadcasters. This has provided additional time for commercial display during football games.
ADVERTISING PRICES REVEALED
According to a report by The Wall Street Journal, US broadcaster Fox has set the rates for 30-second commercials aired during water breaks. It was stated that ad costs are around $200,000 during first-round matches, while this figure rises to $750,000 for US National Team games. Prices are expected to increase further as the tournament progresses.
MILLIONS OF DOLLARS IN REVENUE
Each water break lasts approximately three minutes, allowing four 30-second commercials to be aired during that time. A total of 208 water breaks are planned across the 104 matches in the tournament. This means hundreds of new advertising slots for broadcasters.
According to calculations, Fox is projected to generate between approximately $250 million and $330 million in revenue solely from ads aired during water breaks.
MAJOR PORTION OF BROADCASTING COSTS COVERED
Fox is reported to have paid around $485 million for the World Cup broadcasting rights. According to experts, the revenue from water breaks alone has reached a level that could cover a significant portion of this cost. When combined with pre-match, halftime, and post-match advertising revenues, total earnings are expected to reach much higher figures.
NEW DEBATE IN FOOTBALL
While water breaks are implemented for health and player safety reasons, many football fans argue that this practice was introduced to boost advertising revenue. It remains a topic of curiosity whether the new system, launched at the World Cup, will be used in other major tournaments in the future.