FIFA has announced that for the upcoming World Cup, which will take place across the United States, Canada, and Mexico, it will allow broadcasters to show advertisements during mandatory hydration breaks. This decision comes after the organization confirmed that there will be two hydration breaks in every match, each lasting three minutes, in response to concerns regarding player welfare. Previously, advertising was only permitted during half-time, making this a significant shift in broadcasting policy for FIFA's flagship tournament.

ITV and other broadcasters expressed their interest in cutting away during these breaks to display ads, capitalizing on the stoppage of play. This move is expected to generate additional revenue for both FIFA and the broadcasters involved. However, it has sparked criticism from some fans and commentators who fear that the emphasis on commercial interests might overshadow the sport itself, particularly in a tournament celebrated for its global appeal and competitive nature.

The introduction of in-game adverts aligns FIFA's practices with those of American sports, where stopping the game for advertisements is commonplace. Basketball and American football fans are familiar with such interruptions, yet the reaction from football purists remains to be seen. This evolution in broadcasting strategy aims to enhance revenue streams while navigating the delicate balance between commercial interests and the integrity of the sport during one of its most prestigious events.