The 2026 World Cup will be the first ever to include ad breaks during games. World Cup games will essentially play like basketball games with four quarters instead of two halves, thanks to a newly instituted three-minute “water break” that will take place at the mid-way point of each half.

The change is being billed as a “player-friendly” move to ensure that players don’t overheat during the games, which will be taking place in North America during the notoriously hot summertime. With games in Texas, Los Angeles and Mexico, it makes sense to think about player safety; however, the new water breaks also give FIFA and its sponsors a chance to play more ads.

News: Every 2026 World Cup match will feature two hydration breaks, no matter the weather.

Each half will pause for exactly three minutes midway through.

It's a player welfare measure. Also has other implications.

More @TheAthleticFC: https://t.co/fcMYlnnU8M

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— Henry Bushnell (@HenryBushnell) December 8, 2025

Which, let’s be honest, is what they really care about.