ITV to Air Ads During World Cup Hydration Breaks, Shifting Traditions

ITV is currently negotiating with commercial partners to broadcast advertisements during mid-half hydration breaks at the upcoming World Cup. This tournament, scheduled for June and July 2026, will implement a significant change to its traditional structure by introducing NFL-style quarters instead of the conventional two halves, a shift that breaks with over 150 years of football history.

FIFA confirmed that each match will feature three-minute hydration breaks at the 22-minute mark of both halves, allowing players to recover from the anticipated high temperatures in the host countries, which include the US, Canada, and Mexico. This change presents broadcasters with a new opportunity to air additional advertisements during the games.

Football officials have approved a two-minute-and-10-second commercial break if broadcasters choose to cut away from live action. Alternatively, they can opt for a hybrid approach, displaying advertisements alongside live footage. ITV is considering using the ‘pic-in-pic advertising’ method, which received positive feedback during the recent Six Nations Championship, allowing commentary to continue uninterrupted while ads are shown. The broadcaster has not commented officially on these plans but aims to maintain viewer satisfaction during a critical global event.

The World Cup will mark the first major tournament to incorporate mid-half hydration breaks, a decision made in response to concerns over player welfare. FIFA maintains that these breaks are not driven by advertising revenue but are necessary to ensure all players are provided equal conditions during matches, regardless of the weather.

Concerns about extreme heat have intensified, particularly following a report from pressure groups Football for the Future and Common Goal, which highlighted that 10 out of the 16 World Cup venues are at “very high risk” of experiencing extreme heat.

Critics argue that the introduction of these breaks and the move to four quarters resemble American football, with some fans expressing dissatisfaction online. Comments have ranged from sarcastic suggestions for helmets and uniforms to accusations of FIFA prioritizing the American market at the expense of traditional football culture. One user remarked, “All the adverts will be for Trump products,” reflecting a broader wariness about commercial influences.

FIFA has already announced that the World Cup final on July 19, 2026, will include a halftime show, mirroring the entertainment style of the NFL’s Super Bowl. FIFA insists that enhancing player welfare is the primary reason for these changes, countering allegations of focusing solely on advertising profits.

High temperatures have previously disrupted matches, as evidenced by complaints from managers and players during last summer’s Club World Cup. Paris Saint-Germain manager Luis Enrique noted that temperatures reached nearly 40°C during a midday match in Los Angeles. He stated, “The match was clearly influenced by the temperature. In terms of play, it’s impossible to perform at a very high level for 90 minutes.”

Chelsea midfielder Enzo Fernandez echoed these sentiments, sharing his own experience of dizziness while playing in extreme heat. He emphasized the dangers of such conditions for players and the overall experience for fans attending matches.

FIFA’s chief tournament officer, Manolo Zubiria, confirmed that hydration breaks will be a streamlined version of those used in previous tournaments, with mandatory breaks during matches when temperatures exceed 32°C. The organization has implemented 13 different kickoff times to address the challenges posed by heat.

Historically, FIFA resisted proposals to divide matches into quarters, maintaining the two halves format since the 1870s. The introduction of hydration breaks and the adjustment to match structure represent a significant evolution in the sport, raising questions about the future of football in a changing climate.

As the World Cup approaches, broadcasters like ITV are poised to adapt to these changes, ensuring they maximize viewership and revenue while navigating the delicate balance between commercial interests and the integrity of the sport.