FIFA introduced hydration breaks for the 2026 World Cup, drawing criticism from players and fans as some broadcasters cut to commercials.

World Cup viewers may be shocked to see commercials being played in the middle of matches, which is now allowed by FIFA.

The World Cup opener between Mexico and South Africa featured FIFA's mid-half hydration breaks for the first time.

When the World Cup kicked off last week, FIFA introduced hydration breaks, a mandated 3-minute window for players to rest. Many networks are utilizing this pause in the match as a new advertising window.

Soccer has always been defined by free-flowing, unbroken action. But for the World Cup in America, FIFA is using “hydration breaks” to shoehorn in commercials.

Fox Sports could pull in more than $250 million from World Cup hydration break adverts, after turning mandatory stoppages into a major new commercial opportunity. Throughout the tournament, the broadcaster has cut to full-screen adverts during mid-half breaks,

The 30-second spot for the Dova Arena project, which will be located in Rancho Cordova, is debuting during the 2026 FIFA World Cup.

Team USA thrilled fans with a dominant performance, but many viewers were left frustrated by a controversial change to the World Cup viewing experience.