FIFA, broadcasters and World Cup media partners
During the 2026 World Cup
World Cup hydration breaks are reportedly becoming a major media-rights talking point after creating valuable new advertising windows. ESPN reports Fox could generate at least $250m from ads around the mandated three-minute breaks during this tournament.
Media executives believe the success of these breaks will make them difficult to remove, especially in hot-weather tournaments. The development could affect future football rights talks by adding commercial inventory to a sport with few natural ad slots.