SOCCER: World Cup waterbreaks offer lucrative opportunity for broadcasters

LONDON — With hotter conditions expected and memories still fresh from the scorching 2025 Club World Cup, the international football governing body FIFA has, for the first time, mandated three-minute hydration breaks in each half of all 104 matches at the World Cup starting this week in the United States, Mexico, and Canada.

The move means players will be given structured pauses to recover in the middle of each half, while fans watching globally may also see additional commercial segments inserted into live broadcasts.

While players use the breaks to replenish fluids and recover from heat stress, broadcasters are presented with new opportunities to air advertisements, potentially increasing the tournament’s commercial value.

The stoppages further reflect how global football is increasingly incorporating elements of American-style sports broadcasting, which is known for frequent commercial breaks and entertainment-driven presentation. The upcoming final on July 19, which will feature a halftime performance by Colombian singer Shakira, is also seen as echoing the spectacle of the National Football League’s Super Bowl.

FIFA said the hydration breaks are primarily driven by player welfare concerns, particularly in response to rising global temperatures and extreme heat conditions in recent international tournaments. However, analysts say the policy could also strengthen the value of media rights as broadcasters compete for premium advertising slots.

Hydration breaks in FIFA tournaments are not entirely new. They were first introduced during a 2014 World Cup match between the Netherlands and Mexico in Brazil, when temperatures exceeded 32 degrees Celsius. Since then, their use has been applied selectively depending on weather conditions.

Michael Johnson, a research analyst covering the U.S. sports industry at S&P Global, said the addition of scheduled breaks could significantly increase advertising value.

He noted that such inventory could reach “Super Bowl-level prices,” estimating potential values in the range of seven to nine million dollars for premium slots.

Advertisers are closely watching the tournament, particularly given the massive global reach of the World Cup. The 2022 final between Argentina and France reportedly attracted a cumulative audience of 1.42 billion viewers worldwide.

Johnson added that U.S. audiences are already accustomed to segmented sports broadcasting formats.

“U.S. viewers are used to the NFL-style model, NBA-style model with four quarters. They’re used to in-game breaks. This World Cup is essentially a mirror to those models,” he said.

In contrast, European football traditions have historically featured fewer interruptions, with leagues such as the English Premier League typically shown on pay-TV platforms where advertisements are limited to pre-match, halftime, and post-match slots.

Francois Godard, an independent analyst covering sports industries, said even subscription broadcasters could benefit from additional advertising opportunities.

“I think even subscription broadcasters like Sky in the UK would be very happy to have a little bit more advertising inventory,” he said.

However, industry experts warn that expanding in-game advertising could face resistance from traditional football audiences, particularly in Europe, where fans are less accustomed to frequent commercial interruptions.

“Soccer is infamous for continuous play. Purists are concerned about how this Americanises the game and creates viewer fatigue. More ads could annoy fans, especially if they feel intrusive,” Johnson added.

Concerns Over Viewer Experience

Structured stoppages may also affect the emotional flow of matches, particularly for fans already frustrated by interruptions from Video Assistant Referee (VAR) reviews. A Football Supporters’ Association survey in the Premier League found only 3.3% of fans felt VAR improved their matchday experience.

It remains unclear how broadcasters across different regions will integrate advertising during hydration breaks. While some may seize the opportunity, others are expected to proceed cautiously.

In the United Kingdom, broadcaster ITV has already indicated it will not air advertisements during hydration breaks due to regulatory restrictions set by Ofcom and concerns about audience reception.

“ITV is seeing regulatory issues, and this is the first thing on their mind. But they also have to meet viewer expectations. I am not sure British viewers would be very welcoming of more advertising,” Godard said.

The expanded 48-team tournament format, up from 32 teams previously, is expected to significantly increase FIFA’s revenue cycle. The organization projects total revenue of approximately $8.9 billion for the 2026 cycle, with broadcasting rights contributing 44% of the total.

FIFA has not confirmed whether hydration breaks will become a permanent feature in future tournaments. However, the 2030 World Cup in Spain, Portugal, and Morocco, as well as the 2034 edition in Saudi Arabia, are expected to face similar climate challenges during the traditional June–July schedule, when temperatures can exceed 30°C in many host cities.

As media rights continue to grow in value, analysts suggest future World Cup cycles could become increasingly competitive, particularly as streaming platforms enter the bidding landscape alongside traditional broadcasters.

“You’ll most likely see streaming giants come into play—Apple, Amazon, and especially Netflix will be in the mix,” Johnson said.

Streaming platform Netflix already holds broadcasting rights for upcoming Women’s World Cups in 2027 and 2031, expanding its portfolio of live sports content.

Meanwhile, U.S. broadcaster Fox is expected to exit its current World Cup rights cycle after 2026, potentially opening the door for new bidders in future tournaments.

-Reporting by Streisand Neto; Editing by Toby Chopra/Reuters