2026 World Cup introduces ads during hydration breaks in Mexico-South Africa match

During the 2026 World Cup opening match between Mexico and South Africa at Estadio Azteca on June 11, Fox aired commercials during hydration breaks, a first for the tournament. FIFA has implemented this change to ensure players stay hydrated in potentially hot conditions. Networks can air ads during the three-minute breaks as long as they follow specific guidelines on timing. Some viewers expressed shock at seeing ads during live play, a departure from the traditional commercial breaks during halftime. Telemundo opted not to air commercials during the break, highlighting differing broadcasting approaches.

• 8:05 PMYahoo Sports — Ads during World Cup matches? Why commercials are on during water breaks