World Cup Hydration Breaks: Advertising’s Golden Time

FIFA “Guarantee the best condition for players”
Like the NFL, it actually takes place in 4 quarters.
Interpretation of “Aiming to Maximize Advertising Profit”

In all games of the 2026 North and Central America (USA, Canada, Mexico) World Cup, players will be given a ‘hydration break’ for 3 minutes each in the first and second halves. FIFA explained that it was “an attempt to ensure the best conditions for players playing in the heat,” but some say it is an attempt to maximize advertising revenue.

FIFA announced on the 9th, “In the World Cup to be held in June and July next year, a 3-minute ‘hydration break’ will be provided after 22 minutes of each half of the first and second halves.” Hydration breaks will be implemented at all games, regardless of temperature and presence of a stadium roof.

Even during the FIFA Club World Cup held in the United States in June and July this year, rest periods called ‘cooling breaks’ were given when temperatures exceeded 32 degrees continued for more than 30 minutes. Cooling breaks were first introduced during the 2014 Brazil World Cup.

The expanded hydration break is also a golden opportunity for broadcasters to sell advertisements. The British Guardian said, “FIFA first notified broadcasters of the introduction of the hydration break system,” and added, “With the addition of break time, World Cup games will virtually be played in four quarters, like the National Football League (NFL) and the National Basketball Association (NBA). The time between quarters is very important to broadcasters.”

At the final of the tournament, which will be held at MetLife Stadium in East Rutherford, New Jersey, USA on July 20th next year, a ‘halftime show’ will be held for the first time in World Cup history. This can also be seen as an adaptation of the halftime show of the Super Bowl, the NFL final.