It was confirmed in December that all 104 matches at the World Cup will have two hydration breaks, prompting talks between broadcasters and FIFA about showing adverts during them
FIFA will allow broadcasters to show adverts during their live coverage of World Cup matches. ITV will be among the channels able to cut away during the mandatory hydration breaks at this summer’s tournament in the United States, Canada and Mexico.
Amid concerns over player welfare, FIFA confirmed in December that there’ll be one three-minute-long break in each half. The decision opened up the opportunity for broadcasters to show adverts while play is stopped for the first time.
Previously, adverts have only been permitted at half-time of matches. The Athletic report that after holding talks with broadcast executives, FIFA will allow in-game adverts.
Fans of basketball and American football will be used to the kind of commercial breaks which happen during timeouts in those sports. Broadcasters have, however, been told to stick to FIFA’s guidelines for in-game adverts.
JOIN US ON FACEBOOK! Latest news, analysis and much more on Mirror Football’s Facebook page
READ MORE: World Cup star caught up in war forced to flee Iran after bomb exploded ‘next to him’READ MORE: Brazil and Real Madrid star to miss World Cup after heartbreaking ACL injury blow
Football’s global governing body has told broadcasters that the breaks shouldn’t start within 20 seconds of the referee pausing play. The guidelines also say that they must return to the match feed more than 30 seconds before play resumes.
Broadcasters will therefore have a two-minute and 10-second window. ITV, who unlike BBC are permitted to show adverts, are yet to confirm their plans regarding adverts.
ITV could opt for split-screen commercials, keeping one eye on the action – like has been seen in this year’s rugby Six Nations. Since implementing the change, ITV have suffered backlash from viewers who feel that the adverts are a distraction.
Should adverts be allowed during matches? Have your say in the comments section.
Broadcasters could also switch back to their studio panel for in-game analysis or show highlights during the hydration breaks. The breaks have been made mandatory after multiple players and coaches complained about the intense heat during the Club World Cup which was held in the USA last summer.
“For every game, no matter where the games are played, no matter if there’s a roof, [or] temperature-wise, there will be a three-minute hydration break. It will be three minutes from whistle to whistle in both halves,” World Cup chief tournament officer Manolo Zubiria said.
“Obviously, if there’s an injury [stoppage] at the moment of the 20th or 21st minute and it’s ongoing, this will be addressed on the spot with the referee.”
Join our new WhatsApp community and receive your daily dose of Mirror Football content. We also treat our community members to special offers, promotions, and adverts from us – and our partners. If you don’t like our community, you can check out any time you like. If you’re curious, you can read our Privacy Notice.

