Halftime 'hydration breaks' offer 3 minutes for ads: How much more will FIFA earn?

The 2026 World Cup has introduced a new three-minute "hydration break" during halftime in each half, ostensibly to protect players from the heat. However, this break also serves as a lucrative opportunity for broadcasters to insert advertisements, boosting revenue for both media companies and FIFA.

International Football Federation (FIFA) permits broadcasters to air commercials during these hydration breaks. While coverage must resume 30 seconds before the break ends, the ability to show three or more advertisements during a live match is a significant benefit for broadcasters aiming to maximize viewership reach.

Reports indicate that FIFA does not intend to penalize broadcasters for delays in resuming coverage, as seen when Fox, the U.S. Spanish-language broadcaster, delayed its return to the game between Mexico and South Africa. Some football fans have expressed dissatisfaction with these mid-game interruptions, comparing them to the quarter-breaks in basketball.

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The hydration break time is a benefit because it allows for three or more advertisements to be shown during the game, when viewership is likely to be high.

FIFA projects its revenue to exceed $13 billion between 2023 and 2026, a substantial 73% increase from the $7.57 billion earned between 2019 and 2022. This growth is attributed to the expansion of the tournament to 48 participating teams and an increased number of matches to 104.

The Guardian reported that FIFA expects to earn $8.9 billion during the current World Cup year, with broadcast rights accounting for $3.9 billion, ticket and premium service sales for $3 billion, and sponsorships for $1.8 billion. FIFA President Gianni Infantino justifies this financial expansion by emphasizing increased redistribution to member nations. Each of the 211 FIFA member nations will receive $5 million in funding for the 2023-2026 fiscal year, and teams qualifying for the North America World Cup can earn prize money starting at $12.5 million, with the winner taking home $50 million.

However, The Guardian also points out that while FIFA profits significantly, host cities bear the costs associated with tournament operations, including security, transportation, infrastructure improvements, and post-event management. Supporting member nations with voting rights for the FIFA presidency also benefits those in power.

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FIFA expects its revenue to exceed $13 billion between 2023 and 2026, a substantial 73% increase from the $7.57 billion earned between 2019 and 2022.