Slaughtered in the United States: Worth 2.5 billion

A major controversy has emerged around the 2026 FIFA World Cup, which will be hosted jointly by the United States, Canada, and Mexico. At the heart of this debate is the decision made by FIFA to introduce three-minute drink breaks during each half of all matches. This seemingly minor adjustment has sparked widespread criticism from players, coaches, and analysts, who argue that these pauses disrupt the flow of the game and prioritize commercial interests over sporting integrity.

According to reports, the introduction of these drink breaks will result in approximately ten hours of additional time being added to the total duration of the tournament’s 104 matches. Each break includes a brief period where television networks can insert advertisements, creating significant revenue opportunities for broadcasters. The timing of these interruptions has been particularly controversial among fans and professionals alike, as they occur frequently throughout matches and often interrupt crucial moments of play.

Virgil van Dijk, a prominent defender for both Liverpool and the Netherlands national team, voiced his concerns after the Netherlands' match against Japan. He expressed dissatisfaction with the frequent advertising during these breaks, stating that he believes such interruptions negatively affect the experience for neutral viewers. While acknowledging the necessity of drink breaks on hot days, van Dijk emphasized that their implementation should be evaluated on a case-by-case basis, especially considering that many matches will take place in air-conditioned stadiums.

The economic implications of these drink breaks have also come into focus. According to financial analyst Joe Pompliano, the value generated from these ad slots could reach up to 2.5 billion Norwegian kroner. His calculations are based on the assumption that each 30-second advertisement spot costs about 3 million Norwegian kroner. With four such spots available per match, this translates to 24 million kroner per game. When multiplied by the number of games—104—the potential revenue becomes substantial.

These figures highlight how the inclusion of drink breaks significantly boosts the income of television networks. In particular, American broadcasters stand to benefit greatly, given the high cost of advertising slots on platforms like Fox Sports. However, the impact extends beyond North America, as international broadcasters also see increased opportunities for ad revenue.

In Norway, where the rights to broadcast the World Cup are held by NRK and TV 2, the approach to these drink breaks differs. NRK does not air commercials and uses the breaks for other content, while TV 2 has opted to allocate 60 seconds of each 130-second break for advertising. Despite this choice, TV 2's press chief, Jan-Petter Dahl, clarified that the inclusion of ads during these breaks does not mean more overall advertising during the tournament. Instead, it allows for shorter ad segments, thereby providing more space for editorial content.

Critics of the drink breaks include former footballers and commentators who argue that the practice reflects an unnecessary Americanization of the sport. Former players like Roy Keane and Gary Lineker have discussed the issue in their respective media outlets, suggesting that the emphasis on commercial breaks detracts from the fluidity and rhythm that define football. They advocate for maintaining the traditional structure of the game without such disruptions.

As the 2026 World Cup approaches, the debate surrounding these drink breaks is likely to continue. Fans, players, and officials will be watching closely to see whether the implementation of these pauses aligns with the spirit of the beautiful game or further prioritizes commercial gain over the quality of the spectacle. The outcome of this discussion could influence future decisions regarding the format and presentation of major sporting events worldwide.