How much will Fox Sports earn from commercial breaks during the 2026 World Cup?
The mandatory water breaks that FIFA has introduced for the 2026 World Cup will not only benefit the players but also be a source of huge profits for television networks. According to media estimates, the American broadcaster Fox Sports could earn more than $250 million from advertising during these breaks.
The 2026 World Cup hasn’t even started yet, but interesting figures are already emerging around the tournament. This time, the focus isn’t on transfers, bonuses, or even ticket sales, but on ordinary water breaks, which could bring television networks huge profits.
According to the BBC, the American television network Fox Sports stands to earn over $250 million solely from advertising shown during special breaks in the matches.
Why FIFA Introduced the Breaks
FIFA has decided to make three-minute water breaks mandatory during the 2026 World Cup. This decision is driven by weather conditions and concern for the players’ health, as some matches will be played in high temperatures. Similar breaks have already been used in previous major tournaments, but now they have become part of the official regulations.
During these breaks, players can recharge, receive additional instructions from their coaches, and rest a bit. However, for television broadcasters, these few minutes also mean additional advertising time.
How the Commercials Will Work
According to the rules, broadcasters can begin airing commercials 20 seconds after the referee announces a break. Commercials must end at least 30 seconds before play resumes.
Thus, during a single match, a TV channel can air up to eight 30-second commercials. If we consider the entire World Cup, the total number of such commercial breaks could reach 832.
How Much Does a Single Commercial Cost?
According to the BBC, the average cost of a 30-second commercial on Fox Sports ranges from $200,000 to $300,000. However, prices can be significantly higher when the U.S. national team takes the field. In that case, the cost of a single commercial slot rises to $750,000.
This is precisely why experts predict that the American broadcaster could earn over a quarter of a billion dollars from water breaks alone.
It’s Not Just About the Players
Although FIFA cites player safety as the main reason for these breaks, the new rule has already sparked debate among fans and experts. Some believe this is a necessary step due to the heat and the tight match schedule. Others are convinced that the additional breaks open up new opportunities for the advertising industry and bring in millions in profits for TV networks.
However, for the broadcasters themselves, this is indeed a lucrative proposition. Additional airtime during the world’s most popular sporting event automatically translates to additional revenue. As a result, a routine break—which players need just to take a few sips of water—can turn into one of the most lucrative advertising platforms in the world of sports.
“Commercials can begin 20 seconds after the break is announced and must end 30 seconds before play resumes,” notes the BBC. According to the publication’s estimates, it is precisely thanks to these commercial breaks that Fox Sports could earn over $250 million during the 2026 World Cup. The World Cup will be held in the United States, Canada, and Mexico and will be the first tournament in history to feature 48 national teams. Due to the increase in the number of matches, there will be more games, and along with them, the advertising revenue of television companies will grow, according to the BBC.
