2026 World Cup introduces hydration breaks with lucrative ad opportunities

For the first time, FIFA has mandated compulsory hydration breaks for all 104 matches at the upcoming 2026 World Cup in the U.S., Canada, and Mexico. These three-minute pauses will occur at the midpoint of each half (the 22nd and 67th minutes).

German broadcasters ARD and ZDF are also looking to capitalize on these interruptions. Starting in mid-June, they will use the breaks to sell "attractive special advertising formats" during matches. ZDF is offering exclusive 90-second ad slots, with prices starting at €1,200 per second for games without German participation. Should Germany reach the round of 16, the cost per second jumps to €17,825.

According to Bild, ARD has already sold out its "Cooling Break Package"—six ad spots for a total of €600,000. Both ARD and ZDF are restricted to airing commercials only until 8 p.m. local time, limiting advertising opportunities due to the time difference.

The 2026 World Cup runs from June 11 to July 19, with ARD and ZDF broadcasting 60 matches free-to-air, including all games featuring the German team. This coverage was made possible through a sublicensing deal with Telekom's subsidiary, Magenta TV.