A single 30-second ad spot during these hydration breaks reportedly costs between $200,000 and $750,000|fifamedia|X
While fans are booing FIFA-mandated three-minute hydration breaks during World Cup matches, Fox Sports is turning them into a massive financial opportunity, raking in millions in ad revenue.
A single 30-second ad spot during these hydration breaks costs between $200,000 and $750,000, generating $2.5 million to $9 million per game.
With 104 matches on the schedule, the 2026 World Cup could prove highly lucrative for Fox. The Hollywood Reporter estimates the broadcaster could earn at least $250 million, and potentially as much as $500 million to $600 million, from water-break advertising sold to brands including Nike, Adidas, and Coca-Cola.
Analysts note that the breaks could prove so lucrative that Fox may recover the cost of acquiring the tournament’s US broadcasting rights, which reportedly cost $400 million to $500 million.
Meanwhile, FIFA President Gianni Infantino has indicated that hydration breaks may remain in place for future World Cups. The football association had initially said the policy was designed to ensure consistency and protect player welfare during extreme heat.
Critics argue that commercial interests are at play, and fans and players have complained that the breaks affect the flow of the game.