FIFA Opens Door To Ads During 2026 WC Matches' Hydration Breaks

• FIFA introduces 'hydration breaks' during 2026 World Cup matches, lasting 3 minutes each.
• Breaks occur around the 22-minute mark of each half, officially for player welfare and rehydration.
• Broadcasters can run commercials during these pauses, creating a new revenue opportunity.
• Rules allow a 2-minute+ ad window; FIFA sponsors only for on-screen ads, any advertiser for full-screen.
• The move is also seen as a commercial timeout for broadcasters and sponsors.