FIFA has recently granted permission for commercial advertisements to be displayed during the newly extended water breaks in the 2026 World Cup matches, set to take place in the summer across the United States, Canada, and Mexico. This decision follows FIFA's announcement in December that water breaks would now last three minutes, an increase from the previous one-minute duration, in anticipation of high temperatures during the tournament. The additional break is a safety measure aimed at ensuring the well-being of the players amid heat concerns.

The British news agency PA Media reported that commercial broadcasters will have two options for airing these advertisements: they can either present them on a split-screen, where ads will be limited to FIFA sponsors, or show them in full-screen format without interruption, allowing for a broader range of advertisements. Notably, broadcasters will need to wait 20 seconds after the referee signals for the water break before airing any advertisements, and they must return to the live feed at least 30 seconds prior to the resumption of play. This structured approach aims to balance commercial interests with the flow of the game.

The introduction of advertisements during these breaks marks a significant shift in FIFA's advertising strategies for major tournaments. Historically, FIFA events have been quite stringent about advertising during gameplay. However, this decision reflects a broader trend of revenue generation through such measures, especially given the financial pressures on sports organizations. The 2026 World Cup, being a highly anticipated event due to its tri-nation hosting, will likely see increased scrutiny and interest in how these advertising changes will influence viewership and overall spectator experience during the matches.