This comes after Fifa’s announcement that each game of football will be divided into four parts instead of the traditional two
Fans will see advertisements every 22 minutes during the 2026 World Cup as Fifa plans to boost commercial opportunities for broadcasters during mid-half hydration breaks.
World football governing body confirmed late last year that every match at the expanded tournament will be divided into four parts instead of the traditional two halves of football.
The traditional first and second halves will each feature a three-minute break midway through it for players to cool off, due to the temperature concerns around North America’s summer.
Fifa took the decision following complaints by stakeholders, including the football player’s union Fifpro.
The change has also been discussed with television partners, and broadcasters have now been informed that the stoppages can be used for commercial slots similar to those normally seen during halftime in football matches or timeouts in sports such as basketball.
There will be around two minutes of potential advertising time within those three-minutes breaks, as Fifa requires the broadcasters to keep the live feed of the stadium for some time after the play has been paused and before it resumes.
There is no requirement for broadcasters to use the interval for adverts. Some of them may decide to keep the live pictures on screen while studio analysis or commentary goes on in the background.
Another option would be for the traditional split-screen format in which the match feed remains visible in part of the screen while adverts appear alongside it.
Only official World Cup partners will be permitted to appear on screen if the live feed remains. However, should the broadcaster cut away entirely, then the advertising slots can be sold more freely to various brands.
In previous World Cups, commercial interruptions of games were limited or entirely absent, but that has changed as television rights are increasingly held by private broadcasters that rely on advertising revenue, instead of public networks.
