FIFA Faces Furious Backlash as Soccer Fans Slam Controversial TV Commercial Decision for 2026 World Cup
The sport once known for its purity is losing its charm. As the 2026 World Cup approaches this summer, FIFA will reportedly permit television networks to air advertisements during "cooling breaks" in games, as reported by The Athletic.
This development follows soccer's international governing organization's announcement of implementing three-minute cooling breaks at the midpoint of each 45-minute period during the World Cup for "athlete safety." This represents the inaugural occasion such interruptions will be used at a premier soccer competition, effectively transforming two conventional periods into four segments.
"For the initial time, in a manner, soccer will transform almost into a four-segment (American) football or basketball (match)," Telemundo executive vice president of sports Joaquin Duro stated. "Which, I suppose, for American athletics, it's logical. For soccer? I'm uncertain. Soccer is unique."
FIFA's choice to permit additional advertisements during games does include restrictions, as The Athletic reported.
Networks cannot switch to commercials within 20 seconds of the official's whistle starting the cooling break. They must also return to the game broadcast more than 30 seconds before action continues—providing them a two-minute, 10-second timeframe for advertisements. And the most significant aspect is this: they're not actually obligated to display any commercials whatsoever, should they choose not to. It's also feasible that channels will select split-screen advertisements—similar to those shown on NFL RedZone—that maintain the game footage visible.
However, the vast majority of soccer enthusiasts almost instantly lamented the probable reality that additional commercials are arriving at this summer's World Cup, and there's nothing they can prevent:
The United States has convinced FIFA to switch Soccer from halves to quarters. Flawless American cultural victory. https://t.co/O9HnjPWs1m
Game is lost https://t.co/BJhwECMr4F
😳😳😳 https://t.co/jLldfrUXoP
What in the NFL is this? 😭 https://t.co/w8DfIoDllo
They're really working hard to make this the worst World Cup of all time https://t.co/M25ZqzyXVG
Game's gone. https://t.co/PLWxT3oxQc pic.twitter.com/wHZPTPL4On
https://t.co/bizrBpy87H pic.twitter.com/sM6WQ2uxK9
America gonna America. https://t.co/a709fV0syR
While this recent change doesn't appear to be directly connected to the United States serving as one of the co-hosts for the 2026 World Cup, supporters couldn't resist making comparisons to major American sports like football or basketball, whose telecasts are saturated with advertisements due to their regular gameplay interruptions.
In contemporary times, FIFA has distributed television rights to commercial, rather than public, networks who are typically financially driven to broadcast ads. Consistent with this pattern, FIFA's choice to open opportunities for broadcasts to display more advertisements might establish an unwelcome standard in soccer as fans are compelled to adapt to a more "Americanized" experience of the sport they cherish.
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Kristen Wong serves as a staff writer on the Breaking and Trending News team at Sports Illustrated. She has worked as a sports journalist since 2020. Prior to joining SI in November 2023, Wong reported on four NFL teams as an associate editor with the FanSided NFL Network and served as a staff writer for the brand's main site. In her personal time, she aspires to operate her own sports-themed dive bar.