World Cup 2026 Introduces 'New Feature' Sparking Intense Controversy

FIFA intends to introduce an interval between each half during the World Cup to safeguard players against harsh weather conditions, yet this move also creates an opening for television networks to air commercials mid-game.

FIFA is set to enforce a regulation for a pause between halves at the World Cup aimed at protecting player health from severe weather. However, this initiative also unveils a new commercial opportunity for broadcasters worldwide.

According to revelations from The Athletic, matches at the upcoming World Cup will feature a three-minute break in the middle of each half. This rule is introduced in the context of some host cities expecting to face very high temperatures. This pause allows players time to cool down, rehydrate, and avoid the risk of heat stress during play.

Although the primary goal is to ensure player safety, this brief interval is seen as a significant opportunity for broadcasters. Specifically, television networks can utilize this period to run advertisements.

This model is quite similar to how American TV channels handle timeouts in sports like basketball or American football. During the pause, networks can cut to commercials and return to the broadcast at least 30 seconds before play resumes. The actual time allocated for ads is predicted to be around 2 minutes and 10 seconds.

However, television channels are not obligated to show advertisements. Instead, they can switch back to the studio for pundits to comment on and analyze the match's progress. Some broadcasters might even shrink the live match footage on screen while using the remaining space for commercials.

Nevertheless, if they do not cut away from the match footage entirely, broadcasters are only allowed to sell ad space to FIFA's official sponsors. In the case of full-screen advertisements, networks can sell the slots to any partner.

In the UK, this regulation primarily affects ITV, which prohibits third-party advertisements during its broadcasts.

Previously, SunSport revealed that ITV's management had prepared a studio in New York for the duration of the tournament, with a view overlooking the tip of Manhattan Island and the Brooklyn Bridge. Laura Woods, Mark Pougatch, and Gary Neville are reported to be key figures leading the commentary coverage.

Nonetheless, the decision to allow in-game advertising is facing considerable backlash from fans. One frustrated fan wrote: “So now we can't call it two halves anymore; it's become four quarters.”

Another remarked sarcastically: “Football is gradually turning into the Super Bowl.”

Meanwhile, a third opinion stated: “These commercialized elements are changing football for the worse.”