The traditional two halves of soccer are now altered by hydration breaks in the 2026 FIFA World Cup. FIFA mandates a break 22 minutes into each half regardless of venue or temperature. Former ESPN president John Skipper criticized FIFA’s motivation, suggesting these breaks serve as opportunities for commercials. He stated on ‘Pablo Torre Finds Out’ that the breaks are less about player hydration and more about advertisement revenue. Skipper pointed out how FOX was ready to broadcast ads during the first break.
On July 8, Sportico shared FOX’s earnings, aligning with Skipper’s concerns. Anthony Crupi of Sportico reported that these hydration breaks guarantee FOX a profitable World Cup. This is despite the low investment of $485 million due to FIFA’s previous event decisions in Qatar. The report noted FOX gained about $200 million in additional ad sales during the group stage and projects a total of $450 million in revenue.
The final matches of the tournament promise to attract high viewership with top teams like Argentina, Belgium, England, and France. A rematch between France and Morocco is set for July 9, drawing attention since France won their 2022 World Cup semifinal. Argentina, with Lionel Messi, aims to achieve consecutive championships—a feat last accomplished in 1958 and 1962. Norway and England, featuring star players, also compete on July 11.
The 2026 World Cup final is on July 19 at MetLife Stadium, featuring a star-studded halftime show lineup. Artists such as BTS, Justin Bieber, Madonna, and Shakira, alongside Burna Boy, Gustavo Dudamel, the PS22 Chorus, and Coldplay, are confirmed to perform. The combination of intense soccer and high-profile entertainment secures the event’s profitability.
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