The 2026 FIFA World Cup, set to be hosted across the United States, Canada and Mexico, will not feature advertisements for sports betting during the newly introduced “cooling breaks” implemented during matches. This decision, announced Tuesday, comes after a wave of discussion sparked by test runs of the breaks during recent international friendlies, including matches featuring the French national team in the U.S.
The “cooling breaks,” designed to allow players to rehydrate given the anticipated high temperatures during the summer tournament, initially drew criticism for appearing to be strategically placed to maximize commercial opportunities for broadcasters. The French team, under coach Didier Deschamps, experienced these breaks firsthand during matches against Brazil and Colombia in late March. Concerns were raised that the pauses would disrupt the flow of play and prioritize advertising revenue over player welfare.
France’s Group M6, which holds the broadcasting rights for the 2026 World Cup in France, had confirmed plans to utilize the cooling breaks for short advertising segments. Though, a joint statement released Tuesday by broadcasters and licensed online gaming and betting operators confirmed that these advertisements will specifically exclude gambling-related content.
“The various entities jointly commit to not offering advertising for gambling during the cooling breaks and call for a firm fight against the promotion of illegal online betting sites,” the statement read. This initiative, according to the release, is a continuation of the sector’s commitment to responsible advertising, particularly in light of the increasing prevalence of both modern advertising formats and illegal online betting platforms.
The decision to exclude gambling advertisements from the cooling breaks represents a proactive step toward addressing concerns about the potential for increased problem gambling, especially given the heightened visibility of the World Cup. It also aligns with growing global scrutiny of the relationship between sports and the betting industry.
The introduction of cooling breaks themselves is a significant adaptation to the conditions expected during the North American World Cup. The tournament, expanded to 48 teams, will be played throughout June and July, when temperatures in many host cities can be extremely high. The breaks are intended to mitigate the risk of heatstroke and dehydration for players, ensuring their safety and performance.
The French national team’s recent matches in the United States provided a preview of the logistical challenges and adjustments that teams and organizers will face during the tournament. Deschamps himself voiced concerns about the travel and organizational difficulties encountered during the team’s stay, including lengthy airport security checks. These experiences are informing preparations for the World Cup, with organizers working to streamline processes and improve conditions for participating teams.
The 2026 World Cup is poised to be the largest edition of the tournament in history, with matches taking place in 16 cities across the three host countries. The tournament’s expanded format and geographic scope present both opportunities and challenges, requiring careful planning and coordination to ensure a successful event. The decision regarding advertising during cooling breaks is just one example of the adjustments being made to address the unique circumstances of this landmark World Cup.
The French team is currently preparing for the tournament, with Deschamps evaluating potential squad members during the recent friendlies. The team will face Senegal in their opening match on June 16th in New York, marking the start of their campaign. The squad will convene at the CNF Clairefontaine training center next week before traveling to the United States, where they will establish their base camp in Boston.
While the absence of gambling ads during cooling breaks is a notable development, the broader issue of responsible advertising within sports remains a key focus for governing bodies and broadcasters. The 2026 World Cup will serve as a high-profile test case for balancing commercial interests with the need to protect players and promote ethical practices.
The next confirmed checkpoint for the French national team is the announcement of the final World Cup squad. Deschamps is expected to reveal his list in the coming weeks, setting the stage for the tournament and generating further anticipation among fans worldwide.
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