Water breaks have already become one of the biggest talking points of the World Cup 2026 after several broadcasters used the interruptions to air long commercial sequences. During the opening game between Mexico and South Africa, American network Fox reportedly missed the restart of play after extending its advertising break for too long. Many supporters immediately criticized the growing influence of television marketing on the flow of football matches.
In recent days, French broadcaster TF1 had already frustrated viewers by inserting commercials during water breaks in preparation matches involving Ivory Coast and Northern Ireland. However, the situation escalated in the United States when Fox aired five consecutive commercials during the first cooling break, including several advertisements featuring Lionel Messi, before returning after the game had resumed.
The controversy intensified during the second half when referee Wilton Sampaio reportedly delayed the restart because Fox was still broadcasting commercials. Even with the short delay, the channel once again failed to return in time, provoking outrage among fans and football personalities.
Former US international Carli Lloyd publicly criticized the situation, while many observers now fear that water breaks could increasingly serve commercial interests rather than player welfare during the World Cup 2026.
