Skip to content

Broadcasters air commercials during World Cup 'match breaks' formerly called hydration breaks

sportsJun 20, 202627726

U.S. broadcasters including FOX and ESPN have been running commercial blocks and branded segments during FIFA’s in-game hydration pauses, with some outlets now calling the stoppages “match breaks.” FIFA created the pauses to let players rehydrate in high-heat conditions, but games played indoors, such as Netherlands vs Sweden, still featured full midgame ad rotations. Networks vary their executions, some use split-screen to keep the field visible while airing ads, others insert music or sponsor content, and Ivory Coast manager Emerse Faé visibly used one pause to regroup his team. The change effectively turns guaranteed midgame stoppages into new advertising inventory, raising concerns that rebranding normalizes more commercial time and interrupts match momentum.

1 source