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Fox faces backlash over full-screen ads during World Cup hydration breaks

Yahoo Sports • 2 min read • Latest: Jun 12, 2026, 1:28 PM

Last updated Jun 12, 2026

Fox faces backlash over full-screen ads during World Cup hydration breaks
Summary

Fox Sports received criticism from fans for airing full-screen advertisements during hydration breaks in the ongoing World Cup matches. The breaks, introduced by FIFA to protect player welfare in North America's heat, last three minutes and occur once in each half. Complaints arose when Fox cut to an ad during Mexico’s match against South Africa, causing viewers to miss gameplay. FIFA requested broadcasters return to the match 30 seconds prior to play resuming. Some viewers expressed frustration on social media, while others recognized that commercial breaks are standard in US sports.

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Key Details
  • •FIFA added hydration breaks amid heat concerns for player safety.
  • •Fox aired ads during breaks, sparking viewer discontent.
  • •Fox missed gameplay as Mexico scored during an ad break.
  • •FIFA has requested broadcasts resume 30 seconds before play.
  • •Telemundo did not run full-screen ads during these breaks.
Latest Updates
  • 1:28 PMYahoo Sports — Fox’s full-screen ads during World Cup hydration breaks cause dismay in US: ‘Absolute nonsense’
  • 1:28 PMThe Guardian Sport — Fox’s full-screen ads during World Cup hydration breaks cause dismay in US: ‘Absolute nonsense’
What they're saying
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Breaks have been added at World Cup for player safety Fox missed small amount of action during break Fox is facing criticism from fans in the US after introducing full-screen adverts while players take hydration breaks during its World Cup broadcasts. Fifa introduced the three-minute breaks for the World Cup amid fears that players could struggle in the heat of North America this summer. The breaks take place once each half in every match, regardless of temperature. Continue reading...

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Fox is facing criticism from fans in the US after introducing full-screen adverts while players take hydration breaks during its World Cup broadcasts. Fifa introduced the three-minute breaks for the World Cup amid fears that players could struggle in the heat of North America this summer. While the breaks address legitimate concerns about players’ health, many fear they will disrupt the pace of play and allow broadcasters to extract added advertising revenue.

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